Taywell scoops Grocer’s ‘Best New Product’ Award

Taywell wins again!

Honeycomb Ice Cream from Taywell has triumphed in the Desserts-Frozen category at The Grocer’s New Product Awards 2013.

Taywell beat off stiff competition from big household names, including Cadbury Nuts About Caramel, Magnum Luxury Chocolate & Vanilla, Ben & Jerry’s Core Peanut Butter Me Up and Eezy Freezy Vimto Pyramids to scoop the award, which was presented by ex- England rugby captain, Phil Vickery, at a glittering ceremony at the Marriott Hotel in Grosvenor Square.

Now into their second year, The Grocer’s New Product Awards aim to recognise and reward outstanding innovation, celebrating its champions of branded innovation in new product development.

Some 200 entries were received for the 2013 awards, which The Grocer runs in association with consumer research specialist, Cambridge Market Research. Products entered for the awards undergo a two-stage judging process, comprising an initial consumer test involving tasting and rating the product on a number of key measurements, including taste, texture, packaging, value for money and post-trial would-buy intention. This is followed by a further product evaluation by an expert panel tasked with assessing each entrant on the criteria of taste, texture, appearance, packaging, value for money and clarity of labelling.

Taywell’s Honeycomb Ice Cream was found to exceed expectations and was rated as an indulgent treat with a creamy taste and texture.

Commenting on the 2013 awards, Adam Leyland, Editor of The Grocer, said, “New product development is the lifeblood of this industry, and I still believe this to be true. But in the FMCG space over the past five years, the consumer has been far more focused on ‘deals’ and far less willing to experiment for its own sake. It therefore takes great skill to come up with new products that excite the market.”

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