This paper estimates the rate of success of new dairy products in the UK. They are an important strategy applied by manufacturers and retailers when competing. Moreover, in the current context of decreasing demand for dairy products, the strategy is seen as a way to recapture lost market. We focus on products introduced in 2011 using Mintel’s GNPD and their sales were followed up to 2015 using Kantar Worldpanel data. A categorical variable was constructed based on the results and modelled using a multinomial logit. Our findings indicate all categories of claims named health, safety, environmental, demographic or convenient can be associated to the level of success of dairy products. However its significance is category specific.