RHM: Hovis Invisible Crust

In a hard-fought category, Walkers Potato Heads, Knorr Vie Shots and Bin Fix are worthy finalists, but gold goes to Hovis Invisible Crust for its use of category insight into health and wastage to bring innovation to a mature market - the first crustless loaf. By turning conventional thinking on its head and baking the loaf inside out, owner RHM has solved the problem of getting children to eat their crusts. With sales of £6.3m in six months, this product has grown the category as the biggest thing since sliced bread.