The most outstanding innovations from food and drink brands were recognised on Wednesday at The Grocer’s Food & Drink Awards 2011


With his resplendent handlebar moustache, upstaging Dick Strawbridge isn't easy, but at the finale to The Grocer's Food & Drink Awards 2011, it was the celebrations of a seven foot tall bear that stole the show.

Celebrity Masterchef finalist Dick Strawbridge was the guest speaker at the awards, and presented 18 gold medal winners with a trophy at a glittering ceremony at Chelsea's glamorous Wyndham Grand Hotel on Wednesday.

But crowning the event was the arrival of the mascot bear, celebrating a second successive victory at the Food & Drink awards for kids snack company Bear, with its Bluebery Yo Yos bagging the gold award in the speciality food category. Bear's managing director Giles Brook, who accompanied the mascot on to the stage with business development manager Alice Gilbert-Harris, said the mascot was "the best £2,000 a marketing budget could buy".

As a climax to the ceremony, The Grocer's editor, Adam Leyland, said Bear's victory summed up what the Food & Drink Awards is all about. "The fact that Bear is rubbing shoulders with giants such as Weetabix and Heinz as winners at this year's awards is a tribute to the entrepreneurial spirit within this industry, and marks the Food & Drink Awards out as a unique and important event in providing a level playing field.

"To win a trophy like this is a reward for the hard work, risk-taking and decision-making that go into inventing, developing, tweaking and marketing new products in this competitive market," added Leyland. "Innovation is the lifeblood of our industry and without it brands old and new wouldn't be here today."

Getting through to the final was an achievement in itself, with entrants being scrutinised in a two-stage judging process comprising consumers and an expert panel organised by The Grocer's research partners Cambridge Market Research. This year's event, sponsored by Metro and Field Sales Solutions, attracted 120 entrants, with 66 finalists in total.

Winners included a number of niche and artisan producers, including Loseley Dairy Ice Cream, Old Fashioned Foods, Bottlegreen, TSC Foods and the Walkers Charnwood Bakery, as well as Bear.

Tertiary brands were represented by the City Kitchen label developed by Kerry Foods with Tesco, which was crowned king of the chilled savoury section with its King Prawn, Chicken and Chorizo Paella. It was praised by the judges for "looking fresh and homemade and tasting great".

For Weetabix, which beat Dorset Cereals in the bakery/cereal category to the number one spot, the first victory was scored when it launched last July, as it was the first chocolate cereal to pass the FSA's Nutrient Profiling Model. But the cereal was also a hit with our judges, racking up the points for its wide appeal and healthy credentials.

In two categories competition was so stiff that two gold medals were awarded: in cheese, there were joint honours for the Lake Disrict Cheese Company's Extra Mature Cumbrian Cheddar and the Isle of Man Creamery's Vintage Cheddar; while in ice cream Fredericks Dairies' Antonio Federici Pistacchio Gelato shared the stage with Loseley's Cognac Ice Cream.

In the popularity stakes a certain guest's facial hair went down a storm. Heinz marketing manager John Alderman couldn't resist giving Strawbridge's whiskers a twiddle as he collected gold on behalf of the team behind Heinz Beanz Fridge Pack.

But by the end all the eyes were following the bear.


Food & Drink Awards 2011: Gold winners
Cereals/Bakery: Chocolate Weetabix (Weetabix)
Chocolate Weetabix claims to have all the wholegrain goodness of regular Weetabix with half the sugar of the average chocolate-flavoured breakfast cereal. The biscuits, which contain chocolate chips and cocoa powder, are deemed by Ofcom to be healthy enough to advertise to children.

Comments: Parents, in particular, felt that the inclusion of chocolate was a good way to get kids eating Weetabix, while the product also scored highly with 18 to 35-year-olds. Our panel of expert judges described Chocolate Weetabix as a "good alternative to heavily sugared cereals".

Silver Medal: Dorset Cereals Tasty Low Fat Flakes


Cheese: Extra Mature Cumbrian Cheddar (Lake District Cheese Co), First Milk Vintage Cheddar (Isle of Man Creamery)

The judges couldn't separate these cheeses: one a strong and tangy Cheddar made at the Lake District Creamery in Cumbria, and the other a close-textured, subtly sweet cheese matured for up to 18 months. 

Comments: Consumers loved the "unique packaging" of the Lake District Cheddar and said they would consider buying it as a gift. They liked the elaborate, "luxurious" product description on the Isle Of Man cheese.

Silver Medal: Milk Link, Cadog Mature Cheddar.


Chilled Savoury: King Prawn, Chicken & Chorizo Paella (The City Kitchen)
This premium, microwaveable paella is one of a six-strong range of contemporary ethnic meals developed for Tesco by Kerry Foods. It contains tiger prawns, Spanish smoked paprika-roasted chicken & spicy chorizo with paella rice and tomato & basil sauce, with roasted red pepper and garden peas.

Comments: The "fresh look" of the product appealed to consumers as did the "bright colours" and "variety of ingredients". The fact it comes in a convenient, microwaveable pack was also considered a positive.

Silver Medal: Cranswick, Jamie Oliver My Delicious British Pancetta.


Chocolate Confectionery: Werther's Original Chocolate Caramel (Storck)
The melt in your mouth, soft caramel-centred chocolates are one of a three-strong range launched last year by Werther's with the intention of boosting the appeal of bagged chocolates among the older generation. 

Comments: The Werther's name in itself was enough to convince consumers that this was a winner when it came to quality. "The packaging shows the beautiful caramel colours," commented one consumer. Our judges agreed that the packaging was strong, with one adding that this new product also owed its golden gong to its "indulgent, chocolatey, melt in the mouth goodness".


Convenience Food: Henry Walker & Son Leicestershire Pork Pie (Walkers Charnwood Bakery)
Produced by Walkers Charnwood Bakery in Leicestershire, the traditional packaging of this Melton Mowbray pork pie attests to the heritage of the Walker & Son brand, which dates back to 1824. Priced at £2.99 for a 454g pie, it is at the premium end of the pork pie market.

Comments: The heritage of the brand played well with consumers who reasoned that an established British company "should know their market". Judges applauded the pie for its "great meaty texture".

Silver Medal: Monty's Bakehouse, Mediterranean Vegetables & Goats Cheese Hot Posh Wraps.


Cooking Aid: Alfa One 100% Pure Rice Bran Oil (Old Fashioned Foods)
Naturally light and clean-tasting, Alfa One Rice Bran Oil contains the plant sterol oryzanol, which has been shown to help the body reduce cholesterol absorption. It is also high both in antioxidants such as vitamin E and in 'good' mono and polyunsaturated fats.

Comments: The product's 'no cholesterol' claim appealed to consumers, as did the "upmarket" and "eye-catching" bottle shape and label. Judges praised the oil's "good health messages" and noted that cooking was aided by a "nice high smoke point".

Silver Medal: Trees Can't Dance, Flaming Mango Marinade.


Cooking Sauce: Glorious! Diablo Sundried Tomato & Chilli pasta Sauce (TSC Foods)
The product claims to be "devilishly hot" and "laced with garlic and chilli". It is part of a three-strong range of Glorious! sauces, which recently underwent a packaging revamp in a bid to appeal to younger and more adventurous consumers.

Comments: The judges agreed with the on-pack description, praising the sauce for its "good flavour" and for "delivering what it promises". Consumers liked the fact that the product appeared "fresh and vibrant".

Silver Medal: Mars Food UK, Dolmio Taste of Italy Tomato & Chilli Pasta Sauce.


Frozen Dessert: Antonio Federici Pistacchio Gelato (Fredericks Dairies), Cognac Ice Cream (Loseley Dairy Ice Cream)
Another split decision, between Antonio Federici Pistacchio Gelato, a premium Italian ice cream from Fredericks Dairies, which employs family recipes, and Loseley's Cognac Ice Cream, which is enriched with Courvoisier.

Comments: Judges were impressed by the Antonio Federici ice cream, which they described as having "a beautiful texture". The Loseley ice cream was a big hit with testers, who appreciated the "interesting flavour". 

Silver Medal: Yummy Lollies, Real Fruit Frenzy! Apple & Raspberry.


Frozen Savoury: Goodfella's Takeaway Fajita Chicken (Green Isle Foods)
Capitalising on the growing popularity of Mexican food, Goodfella's Takeaway Fajita Chicken Pizza takes the concept of a fajita wrap and reproduces it on a stonebaked pizza topped with mozzarella, Cajun chicken, red & yellow peppers, cream cheese & green chillies.

Comments: The unusual choice of flavours made this a more innovative and exciting pizza than other variants in the eyes of consumers. Judges commended the pizza for being "on trend with the takeaway concept".

Silver Medal: Aunt Bessie's, Irresistible Yorkshires Perfect for Chicken.


Grocery: Beanz Fridge Pack (Heinz)
Heinz's first ever resealable beans product was launched in response to research that showed consumers wanted greater flexibility in how they consumed baked beans. The screwtop fridge pack stays fresh for up to five days once opened, thus reducing wastage.

Comments: The concept was described as "a great idea" by consumers, many of whom said they eat small quantities of beans on a regular basis rather than one can in one sitting. The judges agreed, calling this "a fantastic piece of innovation in terms of increasing brand awareness".

Silver Medal: Tilda Stir Fry Thai Red Rice


Hot Beverage: Clipper Organic Wild Berry Infusion (Clipper Teas)
The fact that Clipper Infusion products are organic and use unbleached bags sets them apart from many rival brands. Priced at £1.69 for a 20-bag box, Wild Berry infusion, along with the two other Clipper Fruit Infusion products, is also marketed as helping to support a healthy lifestyle.

Comments: Consumers thought the product looked fresh and health perceptions were very strong. The promise of a Wild Berry infusion was another attraction with one respondent describing it as "a good alternative to tea if you want to detox".

Silver Medal
: Clipper Teas, Organic English Breakfast Tea.


Soft Drinks: Apple Squeezy Squash (Bottlegreen)
In a bid to break into the mainstream cordial market, Bottlegreen has developed a novel squeezy bottle aimed at minimising mess and aiding portion control. Containing all-natural, triple-strength apple squash, each 430ml bottle can be diluted 12:1.

Comments: Judges praised the "innovative idea", which was also a hit with our consumer panel. The squeezy bottle was variously described as "fun", "funky" and "good shaped", while the apple juice itself was perceived to be both natural and healthy.

Silver Medal: Firefly Tonics, Firefly Britannia Raspberry, Blackberry & Bramley Apple.


Soup: Fresh Pea & Spinach Soup with Coriander (The Yorkshire Provender)
Part of Yorkshire Provender's summer soups range, the pea and spinach variant contains seasonal vegetables, fresh mint and coriander, and is finished off with sour cream. The soup reflects the brand's ethos of employing rich, earthy ingredients to create exciting contemporary flavours.

Comments: The packaging of this soup stood out for the judges, who described it as "stylish and contemporary". Consumers liked the pea and spinach combination and thought the product looked fresh, natural and wholesome.

Silver Medal: TSC Foods, Glorious! Spanish Tomato & Chorizo Soup.


Speciality Food: Blueberry 100% Fruit Yo Yos (Bear)
The blueberry snack contains 100% real fruit and accounts for one of your recommended 5-a-day portions of fruit and veg. Created as an alternative to unhealthy snacks, Yo Yos are high in fibre and each 20g pack contains less than 100 calories.

Comments: The product scored extremely highly with the judges, who love the "fantastic packaging and concept". The absence of any preservatives or artificial additives was a big hit with consumers who commented on the healthiness of the snack.

Silver Medal: Natural Balance Foods, Nãkd Cocoa Orange. Genius Gluten Free Fresh Brown Bread.


Sugar Confectionery: Haribo Milkshakes (Haribo Dunhills (Pontefract))
A recent addition to Haribo's pre-packed range, the mini-bottle shaped Milkshakes come in three flavours strawberry, vanilla and banana and have a distinctive milky taste and soft, gummy texture. They contain calcium and no artificial flavours.

Comments: The judges liked the "great milky taste", while consumers considered the product healthy due to the milk content and absence of artificial products. The Haribo brand also benefited from strong consumer recognition and loyalty.

Silver Medal: Storck, Werther's Original Caramelts.


Yoghurt: Total 2% Greek Yoghurt with Honey (Fage UK)
This authentic Greek yoghurt with the addition of honey racked up the points with judges and consumers alike. The low fat content ticks the right boxes for health-conscious consumers, while the packaging paints a premium picture for shoppers.

Comments: "Very authentic" was the verdict of the judges, who marked the Total yoghurt highly on taste. Consumers rated the product highly for its looks, with one calling its packaging "clean and fresh looking". Others commented on the yoghurt's versatility.

Silver Medal: Müller Dairy, Müller Corner Greek Style Yoghurt.