Cookies ‘N’ Cream Bagels, Cola Bottle Jaffa Cakes, and sourdough crackers are among the bakery items that triumphed at The Grocer’s New Product & Packaging Awards 2024.
Taking place on Friday 8 November at Wembley Stadium, the awards celebrate innovation across FMCG. More than 400 products were entered into this year’s awards, leading to a shortlist of over 200 and culminating in 44 category champions being crowned.
Products are judged individually, with a champion crowned in each category and Gold, Silver, or Bronze awards also given. Categories include Store Cupboard – Savoury, Cakes & Biscuits, and Bread & Baked Goods (see winners of these below).
“The fact is, a lot of the shortlisted products here today are doing stuff own label simply can’t do. Or certainly won’t do until brands do it first,” said The Grocer editor-in-chief Adam Leyland. “Developing and picking up on new consumer trends. Supporting and stimulating category interest and growth.”
Take a closer look at the winning bakery items below:
Bread & Baked Goods category champion: New York Bakery Co Edition Cookies N’ Cream Bagels
This limited-edition product tapped into demand for permissible treats. It proved an instant hit, with sales reaching £881k nine months after launch and social media abuzz with praise for the bagels, each one packed with rich cocoa cookie pieces and a subtle vanilla undertone.
Other products to be recognised in this category included New York Bakery Co’s limited edition Blueberry Bagels, and Baked Earth Bakery’s Garlic & Coriander Naan Bites.
Cakes & biscuits category champion: McVitie’s Jaffa Cakes Cola Bottle Jaffa Cakes
McVitie’s ventured away from fruit flavours for the first time in its history with the Cola Bottle variant aimed at driving penetration among younger shoppers who are seeking innovative and unique flavour combinations. The result was a “moreish” product with a “lingering and pleasant” aftertaste, said the judges, who loved the brand’s choice to venture into new territory with a nostalgic flavour profile.
Gold, Silver, and Bronze awards were given out in this category with Jaffa Cookies from The Bakehouse, Trek Power Biscoff, and McVitie’s Gold Digestives among those to be recognised.
Store cupboard – savoury category champion: Peter’s Yard Oregano & Olive Oil Sourdough Crackers
These Oregano & Olive Oil sourdough crackers were created to replace an underperforming line in Peter’s Yard’s existing range. Each batch uses a sourdough starter that is then fermented for 16 hours to introduce a subtle flavour, before being rolled, dusted with rye flour and baked. Each cracker had a “refreshing taste and aroma”, according to the judges, with the individual herbs used all subtly coming through and the high percentage of olive oil delivering the perfect snap.
Other savoury crackers were among the products to receive accolades in this category, including Jacob’s Mature Cheddar & Caramelised Red Onion Bites.
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