The FMCG digital landscape; IGD Awards 2018 Finalists

“Digital technology is revolutionising the way we shop, linking online and offline retail and providing shoppers with an easier and more engaging experience. The Digital Commerce Award is one of our most popular categories and the perfect way to recognise those businesses that are leading the way.”

-Nick Downing, Commercial Director, IGD  

From selling out the largest stage at Retail Week Live for our ‘Exploring Consumer Habits’ panel to sharing insights on effective category strategy at The Grocer conference, 2018 has been a whirlwind for us at E Fundamentals. As if that wasn’t enough, we’re now delighted to announce that we’re partnering with IGD second year in a row and sponsoring their upcoming summit and Award for Digital Commerce in Oct 2018.

Digital might be becoming a central way of thinking for many ambitious brands, but the most successful organisations know that the real focus is on how technology can resolve business problems and refresh relationships between brands, retailers and consumers.

This resonated really strongly with the finalists as they went above and beyond to put their customer at the heart of their innovation.

"The $11trillion grocery is the next major retail sector to be disrupted by ecommerce and digital natives will represent the the majority of cooks from 2019 onward. This audience has drastically different expectations from any previous generation - they expect digital buying journeys that are seamless and personal. Digital commerce leaders like Amazon understands this explicitly - and anyone not taking digital innovation seriously will simply be overtaken and forgotten".

- Nick Holzherr, Whisk, CEO, Finalist of the IGD Digital Commerce Award

There’s an unwavering shift taking place in FMCG and IGD’s Digital Commerce Award is celebrating its impact by putting a spotlight on the key drivers behind this change; How is data being used to understand the shopper? How are we measuring success and what more can we do to perfect our sales and marketing channels?

Our finalists were up against a whole herd of competitive entries all looking to hit the mark, but the ones who made the cut were able to prove more than just the creative use of their technology. Instead, the companies going head-to-head have shown their initiatives to be scalable, will create long term impact and encourage collaboration between brands and retailers.  

Meet the finalists


Whisk helps brands and retailers turn inspiration to action by connecting any piece of food content in any channel to a shopping cart - at the click of a button. Whisk helps people cook more, save money and eat better food while growing marketing ROI for brands and retailers with the latest AI technology.


Foodmaestro combines label information with clinical and wellness data for customers who are looking to quickly understand which products they can and can’t eat.


Ubamarket produces quick and easy personalised shopping experiences to help customers navigate their way around the supermarket aisles, whilst simultaneously helping stores to attract more customers, reduce overheads and increase basket sizes.


No stranger to FMCG, Ocado is the world’s largest online supermarket renowned for its experimentation with technology to enhance customer shopping experiences.

RNF: Customer Engagement Platform

At the forefront of Mobile innovation, RNF develop apps to help brands with their mobile and customer engagement strategy. They work in partnership with their clients to test new technologies and assess their impact.

Unilever: "Simple" Chat Bot

As one of the giants of FMCG, Unilever generates €2bn in sales across the UK from its portfolio of 40 brands, 16 of which are the market leaders. Even the most renowned name in the industry isn't immune to the changes taking place in retail. Unilever makes its entry by developing what it calls a “simple” Chat Bot to help its customers.

The Judges

Earlier in September, the following senior leaders came together at IGD to hear our above finalists pitch and present their product. Each one of our judges have a wealth of experience in FMCG and are heavily influential in the industry.  

John Maltman, E Fundamentals

John Maltman

E Fundamentals

Annie Goman, Senior Manager, European PurePlay eRetail, AB InBev

Annie Goman

Senior Manager, EU PurePlay eRetail,
AB InBev

Simon Mayhew, IGD.jpg

Simon Mayhew

Online Retail Insights Manager,

John Connelly, Coca-Cola.jpg

John Connelly

Senior Digital & eCommerce manager, Coca-Cola

Richard Gibbons, Kelloggs.jpg

Richard Gibbons

Global eCommerce Customer Development Director, Kelloggs


We’ve put in our bets for the winners of IGD Digital Commerce Awards taking place on Tuesday 2nd October. For more information visit the website here.


A range of industry eCommerce players share their insight on how brands can win online. Share your own #20SecondSmarts for a chance to win £100 amazon vouchers every month.

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Events & Awards, NewsAnam Khawar