Move over Pot Noodle. This year's top performers have responded to consumers' growing desire for healthier lifestyles with a flurry of new products.

An estimated 60% of all new food and drink products claim to be organic, fresh or natural.

In the meantime, developments in the instant/microwave sector are becoming a thing of the past as manufacturers adapt to new trends.

"The decline in the instant/quick market is startling," says Luke Jensen of OC&C. "The rise of organic and generally healthy products shows that shoppers are turning away from eating quickly and poorly in favour of carefully chosen meals that either require longer preparation or cost more - or both. This creates a whole new set of opportunities for manufacturers."

The only limiting factor at the moment appears to be supply shortages. Successful organic companies have tended to be small but this may change.

"Organic still makes up less than 2% of the whole market but has huge potential to grow. It is changing from a niche market to a general requirement."

Yeo Valley has thrived from tapping this trend, with sales up 35% and profit up 56%. Its core product is still yoghurt but it has expanded into areas such as cheese, butter, ice cream and milk. Timing was key in growing the company's range, says marketing director Ben Cull, who believes customers were ready for the organic market to move into new categories.

"Years ago the words organic or vegetarian were associated with slightly strange people," he says. "Now they are issues that have become fashionable. Even children are asking parents to buy organic and ethical products.

"We set out to provide organic excellence for the masses, not just something for a select few who can afford to pay more. We have always taken the long-term view and had confidence in our product and the potential to grow in the organic market."