Angus Macdonald

Walkers vice president of grocery Angus Macdonald with the Gold

Walkers clinched the Branded supplier of the Year award thanks to the brand’s continuing investment in NPD - including Deep Ridged crisps, one of the biggest and most successful fmcg product launches of 2012.

But it isn’t just about innovation. “Efficient in all areas of trading, with a brand-leading range, supported by good marketing initiatives and promotional support,” commented one retailer, while others talked about the excellent in-store theatre and the promotional execution of NPD.

“Great above-the-line support and below-the-line activity,” said one buyer, while another commented on the “great performance and great team”.

This award topped a year in which it also overtook Warburtons to become Britain’s second-biggest brand, with sales rising 7.6% to £724.4m, despite the recession. A huge endorsement of its high levels of NPD and sales and marketing programme.

The Grocer Gold Awards 2013 - Grocer of the Year