Having faced a rigorous judging process, from shoppers and experts, these brands have demonstrated true imagination and sensational execution. Here are our 2018 winners of The Grocer New Product Awards

Baby & toddler food

disney kitchen apple fruity bakes

Disney Kitchen Apple Fruity Bakes

Our expert judges thought these bakes were “good value” for money (rsp: £1.80 per 132g), and liked the apple filling. Consumers thought it was an “exciting brand” for children with the bakes “moist” and an “easy, take-out snack”.

Highly Commended

Heavenly Kids Mini Biscuits


Little Treats Bakery Peppa Pig Muddy Puddles

Little Dish Baby Rice Cakes

Piccolo Pots Baby Pasta with Sweet Potato Bolognese

Propercorn for Kids Tomato Ketchup Popcorn

Bear Yoyos Sour Strawberry & Apple



frank roberts & sons heroic wholemeal bloomer

Frank Roberts & Sons Heroic Wholemeal Bloomer

Our panel of experts fell head over heels for this “soft” loaf, commending its texture and packaging. Shoppers agreed the “rustic, upmarket” bag made the product look “organic and fresh”, as well as “environmentally friendly”. Consumers also thought that the bread was of “good quality”, praising its “smooth texture” and “good malt flavour”. A majority said that they thought this entry was better than what’s out there, with many consumers agreeing the loaf was a perfect midweek purchase.


Frank Roberts & Sons Fiery Corn Ready-To-Rolls


Biscuits & sweet snacks

nutella b ready

Nutella B-ready

Judges appreciated Nutella’s “innovative” approach to this new biscuit format, calling it “quirky” and “clever.” Many consumers said it was as good as competitors while almost all thought this launch was an “exciting new idea”.

Highly Commended

Storck Knoppers


Cadbury Roundie

Galaxy Chocolate Chunk Cookies

Nature Valley Nut Butter Almond Biscuit

Kind Dark Chocolate Almond Mint Bar

Kind Pomegranate Blueberry Pistachio Bar


Chilled savoury

muscle food curry kit

Muscle Food Thai Beef Massaman Curry Kit

Our experts hailed the value, taste and “freshness” of this product from a brand with a “great business model”. Their praise was echoed by shoppers, who loved the “great concept”.

Highly Commended

Nando’s Houmous with Peri-Peri Drizzle


Pukka Pies Veggie Tikka Masala with Chickpeas & Spinach Pie Pukka Pies

Rustlers All Day Breakfast Sausage Muffin (Kepak Convenience Foods)

Rustlers Flame Grilled Gourmet Classic Burger (Kepak Convenience Foods)



spoon granola

Spoon Dark Chocolate Granola

Judges agreed that this entry from Spoon “tastes better than most competitors”, and was a great example of a “premium brand” in the cereal category. Furthermore, the experts applauded the fact that this product was “quite healthy for a chocolate product”. Shoppers called it “rich and tasty”, lauding its “big chocolate pieces”. They liked the granola’s “crunchy” and “firm” texture. The pack, meanwhile, “looks expensive” with its “unusual colour” and “easy to read” writing.


Oomf Apple Pie Protein Oats with No Added Sugar

Oomf Blueberry Muffin Protein Oats with No Added Sugar


Bagged snacks - other

filippo berio sun dried tomato crostini

Filippo Berio Sun Dried Tomato Crostini

Our judges called this move from the olive oil brand “an interesting product” that was “easy to eat” with a “nice texture and bite size”.

Highly Commended

Hippeas Organic Chickpea Puffs Salt & Vinegar Vibes


Indie Bay Snacks Spelt Pretzel Bites with Rock Salt

Manomasa Feta & Pomegranate Vinaigrette Tortilla Chips

Walkers Oven Baked Fusions Spicy Tomato & Herb

Wild West Salmon Jerky Salt & Black Pepper

Jimmy’s Pure Popcorn Sublimely Sweet

Ape Snacks Coconut Bites Chocolate



cadbury dairy milk oreo sandwich

Cadbury Dairy Milk Oreo Sandwich

Judges were instantly sold on this “great combination of two classics”. They said the white chocolate added “creaminess”, calling the inclusion of whole Oreos “a winner”. Shoppers were similarly enthusiastic, saying it was “great to have the mini Oreos whole” and the chocolate was “just gorgeous”.

Highly Commended

Reese’s Peanut Butter Creme Egg


Haribo Fruitilicious

Godiva Masterpieces Caramel Lion with Belgian Milk Chocolate

Vimto Millions



emily sweet potato sticks

Emily Sweet Potato Sticks with Sea Salt

Our expert judges commended this NPD, with its striking purple packaging, for its originality, with one exclaiming “at last a veg crisp with texture” and another lauding its “perfect texture and taste”. Shoppers, meanwhile, called it a “distinctive” product that “stands out”. While some thought it lacked mainstream appeal and squirmed at its price (£1.20), many said they would buy it on offer for a weekend indulgence.

Highly Commended

Lacka Foods Ufit Crunchers


Tyrrells Black Truffle & Sea Salt Potato Crisps

Emily Fruit Crisps Crunchy Red Apple


Cooking sauces & marinades

sharwoods kashmiri creamy curry

Sharwood’s Kashmiri Creamy Curry

Our shoppers were attracted to this sauce’s “good amount of spices”. It was “aromatic” and “creamy” with a “sweet flavour” they said. In a highly competitive category, experts highlighted the “good packaging” and “lovely texture”.

Highly Commended

Loyd Grossman Thai Green Coconut Curry with Thai Basil & Lime


Dolmio Chicken Tray Bake Italian Herb & Garlic

Dolmio No Added Sugar Pasta Sauce Sun Ripened Tomato & Basil

Homepride Kids Cheesy Tomato pasta sauce


Dairy-based - savoury

ilchester cheese advent calendar

Ilchester Cheese Advent Calendar

This bit of festive NPD was highly “giftable”, said our expert judges, who liked the “mainstream but high quality” of the cheese used in the product. A majority of shoppers said they would purchase this product on a special occasion, saying it was “brilliant for party guests” and came at a “reasonable price”, with some going so far as to say it was “better than a chocolate calendar”.

Highly Commended

Delamere Dairy Honey Goats’ Cheese Pearls


Bio-tiful Dairy Original Kefir-Quark

Primula Cheese with Jalapenos


Dairy-based - sweet

alpro plain big pot yoghurt

Alpro Plain Unsweetened No Sugars Big Pot

Judges rated Alpro’s unsweetened yoghurt alternative as something they “would actively seek out”, that offered “the best value for money” and would make a “great mixer” for other ingredients such as honey. Shoppers thought it “looked thick and creamy” and tasted “better than expected”, with “nice thickness” and “palatable texture”. Some agreed it was “better than other soya products”.

Highly Commended

Shaken Udder Strawberries & Clotted Cream


Bam Organic Vanilla Protein Milk

Bio-tiful Dairy Quark Cranberry & Chia Kefir




blue skies dairy free ice cream

Blue Skies Dairy Free Mango & Passion Fruit Ice Cream

Looking at this premium entrant in the dairy-free category, our expert panel said you “wouldn’t know it was dairy-free” with its “silky smooth” texture and “great mango flavour”. One said it had “great fruit and provenance”. Shoppers, meanwhile, “loved everything about it”, calling it “gorgeous”, “delicious”, “heavenly” and “smooth”.

Highly Commended

Alpro Caffé Coffee and Soya Caramel Drink


Rebel Kitchen Dairy Free Organic Semi Skimmed Mylk

Ben & Jerry’s Non-Dairy Chocolate Fudge Brownie




cadbury layers of joy trifle

Cadbury Layers of Joy Eggciting Trifle

This chocolatey Easter dessert based on Cadbury’s classic Creme Egg - complete with gooey ‘yolk’ - was “to die for” said our consumers. It comprised “layers of utter joy” with “great textures throughout”. While too sweet for some, it was still considered to be very innovative. Our experts, meanwhile, deemed this pud the “obvious winner” of its category by virtue of being “a cracking product”.

Highly Commended

Müller Püd Mmmousse


Ambrosia Reduced Sugar Minis

Hartley’s 10 Cal Lemon Cheesecake Jelly Pot



heritage breeds eggs

Heritage Breeds Royal Legbar

With a distinctive pastel-blue shell that kept its colour when soft-boiled, this egg variety was a clear winner in a category monopolised by Noble Foods’ Heritage Breeds brand. Its highlight was the “rich, creamy yolk” said the expert judges, who also praised the premium product’s accessibility. A few shoppers were put off by the shell’s colour, but most were delighted by this “upmarket” egg that was “so different”.

Highly Commended

Heritage Breeds Gladys May’s


Heritage Breeds Copper Marans

Heritage Breeds Speckled Quail


Frozen ready meals & centres

slimming world chinese rice

Slimming World Free Food Chinese-Style Banquet Rice

“Outstanding” and “wonderful value” according to our judges.

Highly Commended

Birds Eye Inspirations Chicken Mini Fillets Wrapped in Sesame Seed Breadcrumbs


Strong Roots Beetroot & Bean Burger

Strong Roots Spinach Bites

The Saucy Fish Co Thai Spiced Fishcakes with a Fantastic Red Chilli & Coconut Centre

Young’s King Prawns & Scallops with Lemon & Pink Peppercorn Butter


Gluten-free - savoury

aviko sweet potato gastro gratin

Aviko Sweet Potato Gastro Gratin

This gooey gratin wowed our panel of experts, who called it a “delicious product” that was “easy to prepare”. One even remarked that they “hadn’t seen anything this good in this category before”.

Shoppers called it a “nice alternative to jacket potatoes” with “good mouthfeel” and a “lovely flavour”.

Highly Commended

Nairn’s Gluten-Free Flatbreads Rosemary & Sea Salt


BFree Pitta Pockets

Birds Eye Gluten Free Chicken Nuggets

Old El Paso Gluten Free Fajita Kit


Gluten-free - sweet

prewetts cookies

Prewett’s Mini’s Chunky Choc Chip Cookies

These cookies from Northumbrian Fine Foods wowed our expert panel thanks to their “lovely packaging”. Judges thought they were “great for snacking” and liked the fact that they were “a little healthier than the norm”, adding that they tasted better than a lot of gluten-free products on the market. Shoppers thought they would make “a lovely little treat with coffee” and reckoned it was a more indulgent gluten-free treat.

Highly Commended

Schär Gluten Free Waffles


Pulsin Orange Choc Chip Fruity Bars

Mr Kipling Gluten Free Almond Slices


Household products

regina blitz

Regina Blitz Extra Large Triple Layer Sheets

Judges liked this “great, tough and absorbent” product, adding it would be “great for big spills” and “easy to use”, and liked that it was made from 100% cellulose. Shoppers said the product’s thickness was “just right”, and it was “excellent for general cleaning”. One called it “a lot more effective than normal kitchen roll”.

Highly Commended

Unilever Comfort Perfume Deluxe Heavenly Nectar


Persil Powergems (Bio Variant)

Regina Wish Kitchen Roll

Vamoosh Pet Hair Dissolver


Ice cream

yorkshire ice cream

Yorkshire Ice Cream Natural Vanilla

While small, this category was tightly fought. Yorkshire Ice Cream’s entry edged to a win by virtue of being “creamy” and “light”. Judges were enchanted by the “high quality” product’s “good vanilla taste” and premium-looking packaging. At £3.50 for a litre, this was too expensive for some, and for others strictly a weekend treat. Nevertheless, it was considered “classy” and “attractive”, and superior to a number of better-known ice cream brands.

Highly Commended

Magnum Classic Tubs


Swizzels Eezzy Freezzy Double Squeezee


Meal accompaniments

strong roots vegetable fries

Strong Roots Mixed Root Vegetable Fries

The “lovely mix of veggies and flavours” appealed to shoppers, who also enjoyed the “eye-catching” packaging.

Our experts admired the convenience and health appeal.

Highly Commended

Strong Roots Roasted Beetroot Wedges


Birds Eye Steamfresh Romanesco Broccoli, Garden Peas and Leaf Spinach

Mr Crumb Sage & Onion Stuffing

Whitby Seafoods Cod, Prawn & Chorizo Croquetas

Whitby Seafoods Smoked Haddock, Mature Cheddar & Chive Croquetas


Infant care

h&a bathtime buddies

H&A Bathtime Buddies Bath & Shower Wash

This product “makes fantastic bubbles”, said one judge, which was a “massive plus” when it came to keeping little ones entertained at bathtime. It was also deemed to be “jaw-droppingly good value” with its £2 price tag. Our shoppers were equally impressed by Bathtime Buddies, saying it was “good and fun”. They liked the “nice big bottle” and that “all the nasties have been taken out”, and thought it had a “great softening effect”.

Highly Commended

Baby Dove Rich Moisture Head to Toe Wash


Bloom & Blossom BFG Dream Catchers Pillow Spray


Home baking

joe & sephs salted caramel chocolate sauce

Joe & Seph’s Salted Chocolate Caramel Sauce

This sauce was “bloody delicious” our experts enthused. It was good enough to eat with a spoon directly from the jar. While “pricey”, it was also very high quality, they added. Shoppers were equally thrilled, praising the “great salted caramel taste”, “smooth texture” and “luxurious-looking jar” that made the product a giftable item. An indulgent treat for special occasions.

Highly Commended

Renshaw Simply Create Caramel Ready to Roll Fondant Icing


Renshaw Simply Create Belgian Chocolate Ganache

Renshaw Simply Create Milk Chocolate Frosting


Store cupboard

princes tuna with chilli oil

Princes Ventresca Tuna Fillets Infused in Chilli Oil

Shoppers loved these “meaty” and “fresh-tasting” tuna fillets from a “dependable brand”, while experts praised the texture, “great seasoning” and “authentic” taste. All agreed this was a highly innovative product.

Highly Commended

Princes Napolina Gluten Free Organic Red Lentil Penne Pasta

Heinz Tomato Ketchup 50% Less Sugar & Salt


Mahi Stilton & Dill Mix with Mash

Peter’s Yard Sourdough Crispbread

Princes Salmon Filler with Sweet Chilli Mayo


Spreads & preserves

fuel 10k superseed and chia peanut butter

Fuel10K Peanut Butter Superseed Chia and Sunflower

Presented in a pouch format with a resealable cap, this peanut butter from high-protein brand Fuel10K is aimed at on-the-go occasions. It provides around 30g of protein per 100g and contains no palm oil or added sugar. Our experts

thought highly of its “innovative” packaging, “strong branding” and “healthy” ingredients with a lack of “nasties”. The spread was “beautifully smooth” according to consumers. They also enjoyed the “lovely buttery taste” and said the “quirky” pack was “easy for kids to use”.


William’s British Strawberry Conserve


Petfood & treats

pooch and mutt turkey dog food

Pooch & Mutt Tasty Turkey Cold-formed Dog Food

Our panel of experts liked the “clean ingredients” of this doggie snack, which bills itself as “junk free”, admitting it even “looks like something you could eat yourself”.

An enthusiastic dog, they said, could “get through that in no time”. Shoppers who tested it on their mutts said the snack gave a “good substantial chew” and that it was “really meaty smelling”. Furthermore, they liked the fact it was “easy to snap for small dogs”, and lauded it for its “minimal” and “simple” packaging. Almost half agreed it was better than similar products on the market.

Highly Commended

Lily’s Kitchen Great British Breakfast


Personal use

radoz scent touch

Radox Scent Touch Feel Lively

Judges called this body wash a “compelling proposition” and “innovative concept”, lauding its “vibrant packaging, which one judge suggested “communicates a high-end product”. Shoppers thought the product had “a lovely scent” with a fragrance that “lasts a long time”. It “feels nourishing on skin” and was “not gender-specific”.

Highly Commended

Yes To Tomatoes Detoxifying Charcoal Peel-Off Mask


Corsodyl Ultra Clean

O’Keeffe’s Lip Repair Unscented Lip Balm

Westlab Soothing Shower Wash with Dead Sea Minerals


Soft drinks

belvoir juniper and tonic

Belvoir Botanical Juniper & Tonic

In a packed category, this adult soft drink won thanks to its “subtle” but clever juniper flavouring - perfect for designated drivers, though judges said it would also mix well with gin.

Highly Commended

Dalston’s Cherryade

Fentimans Sparkling Raspberry


Coco Fuzion 100 Mango

Fentimans Connoisseurs Tonic Water

Grace Sparkling Coconut Water Apple

Innocent Super Juice Raspberry & Cherry

Robinsons Refresh’d Raspberry & Apple



yorkshire provender piri piri soup

Yorkshire Provender Piri Piri Chicken Soup

Yorkshire Provender’s chilled entry was “a sensation” that “restored faith in spicy soup” our expert panel enthused. “Nicely balanced” and “cooked with love”, it was a “bargain” at a price point of £2.50 for 600g. Shoppers admired the consistency, texture and “modern” packaging.

Highly Commended

Yorkshire Provender Christmas Turkey Soup with all the Trimmings


Heinz Soup of the Day Chicken, Parsnip & Rosemary

Tideford Organics Tomato & Basil Soup with Red Peppers & Miso


How the New Product Awards work… and how to enter in 2019

The New Product Awards’ rigorous, ­two-stage judging process begins with every entry being tried and tested by at least 50 shoppers across the UK. Under controlled conditions, these shoppers assess a wide variety of criteria, including packaging design, appearance, taste, texture, value for money and health credentials.

Products that make it to the shortlist are then subject to further evaluation from expert panels - development chefs, marketing and design gurus, journalists, bloggers and other food & drink aficionados.

Scores from the two stages are combined to determine the winner of each category.

Whether it’s a sensational soft drink or a cutting-edge personal care item, establishing a point of difference and showing true creativity that taps the latest trends are vital requirements for a successful grocery NPD. And it’s this kind of inventive thinking and understanding of a market that lands a New Product Award.

Past winners have described the process as “fantastic recognition” of innovation, creating more opportunities for gaining extra listings.

Registration for 2019’s competition opened the moment all this year’s winners were crowned this week at a lavish lunchtime event at the Marriott Grosvenor Square hotel in London.

Head to thegrocernewproductawards.co.uk to register your interest in entering one or more of 36 categories, comprising 25 food and 11 non-food categories.

Entry will open officially in December this year, with a deadline in late February 2019.

At the same web address you’ll find details of 2018’s finalists and winners, along with photos from this year’s event.

new product awards sponsors 2018