Tesco came out top in the Grocer’s Own-Label Awards in the baked goods category - and went home with almost a third of the total awards.
The supermarket giant’s Tesco Finest range took five awards in the baked goods sector, while its basic range took home two in the awards organised by British Baker’s sister title. It’s closest rival in baked goods was Asda, which scooped four awards with Today Lidl, Aldi and Sainsbury’s each going home with one.
Tesco also swept the board overall with its Finest brand winning 22 of 74 gold awards, while its non-Finest products won a further seven golds, giving it a total of 27 - 10 more than nearest rival Lidl.
Research conducted by Cambridge Market Research found that the award-winning Finest products were seen as “new and different” by 67% of consumers, compared with 51% for all other entrants. Finest lines were also considered to be good value, with 14 of the winning lines scoring higher than the category average.