Asda CBY Crumpet Soldiers

Lakeland Bake

This 260g pack of crumpet fingers (rsp: £1) was “an exciting twist” on a very traditional product said experts. Consumers were equally excited: 79% said they were likely to buy them, and a whopping 91% rated them “new & different”. Parents were confident they would prove a hit with kids.

Silver winner:

Aldi Specially Selected All Butter Luxury Croissants

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Tesco Finest triumphs at Own Label Food & Drink Awards