Tesco Finest Fruit & Fibre

Cereal Partners

“Classy” packaging attracted consumers to this cereal, but it also scored highly for originality thanks to ingredients including almond slices, coconut chips and whole pumpkin seeds. The £2.99 price tag for 550g did deter some consumers, with 51% saying they would only buy it on offer.

Silver winner:

Asda Chosen by Kids Porridge Pot Golden Syrup

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Tesco Finest triumphs at Own Label Food & Drink Awards