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Judges for the New Bakery Product of the Year 2021 were on the hunt for innovative, marketable products with bags of potential.

Seasons Bakery white chocolate wagon wheel

Source: Seasons Bakery

Winner: White Chocolate & Raspberry Wagon Wheel, Seasons Bakery

Seasons Bakery has added an indulgent twist to a known format with its White Chocolate & Raspberry Wagon Wheel. The supersized product is sold individually wrapped and comprises an indulgent ganache centre surrounded by marshmallow.

These two flavours are then balanced by the sharpness of the raspberry jam filling. The chocolate cookie dough used for the base adds another twist while the white chocolate coating, mixed with double cream, completes the overall indulgent creamy taste. “It ate well and had great balance of flavour,” said the judges.

The simplicity of the ingredients and method used to produce such an indulgent tasty treat wowed the judges and propelled it to the top of this category. The judges appreciated the creativity taken to produce this new line which, said Seasons Bakery, was inspired by the “massive push towards the reinvention of childhood favourites”. The judges said the product’s elegance gave the format a new spin as well as ticking the box for a tasty treat.


Carr's Kids Mixes

Finalist: Carr’s Kids Mixes (biscuit variant), Carr’s Flour Mills

The Kids Mixes, which come in biscuit and bread variants, are designed to introduce children to the wonderful world of baking by getting their hands dirty in the mixing bowl and producing something delicious and tasty to eat at the end of the process.

The challenge of keeping kids occupied during lockdown sparked the concept – something the judges really liked. The expert panel said the mix was well branded and targeted, and the biscuits, produced with the addition of a few store cupboard essentials, had a great appearance, aroma, and taste with a lovely biscuit structure.


FreeDough low carb loaf

Finalist: FreeDough Classic Loaf, FreeDough

The FreeDough Classic Loaf was described by the judges as a good looking and tasty loaf, which was “great toasted”. It boasts a lower carbohydrate content than the average loaf, according to its creators, as well as being higher in protein and fibre. The mix is achieved using flaxseed and butter in its production alongside free-range eggs and no preservatives. Each loaf is shaped by hand.

The company, which retails online and is based in Watford, advises that the loaf is packed with Omega-3 and ideal for anyone who is diabetic or looking for a lower carb alternative to regular bread. “We believe we have created bread 2.0,” they said.