After completing the expert panel judging phase, over two days last week, 11 retailers, including the big four, Waitrose, The Co-op, Iceland, Aldi and Budgens, saw products selected.
Tesco led the field with 60 own-label products on the shortlist. Asda was second with 52, and with 30 products Sainsbury's third.
Paul Beresford, MD of Cambridge Market Research, which conducted the consumer testing phase over a 12-week period, said "the range and quality of entries this year shows how seriously retailers are taking own-label in a tough economic environment."
In a year of frenetic own-label relaunch activity in 2010, Asda's relaunch of its standard range rebadged Chosen by You stood out after new CEO Andy Clarke admitted the quality of its range had previously not been up to scratch. Eleven Chosen By You products are on the shortlist.
The awards, which take place at the Wyndham Grand in London's Chelsea Harbour, will be preceded by an own-label conference with speakers including Asda product development director Gill Paddy and head of Asda brand marketing Simon Eyles. They will be joined by David Hamilton, director of innovation at Kerry Foods, who will provide a supplier's view of own label, and Claire Nuttall, insight & innovation director at 1HQ.
For the full shortlist and to book your ticket for the event go to the grocer.co.uk/ownlabelawards or call 01293 610354.