I’m not eating much today.

Those of you who know me, and have seen me - ahem - “blossom” since coming to work at The Grocer and receiving regular deliveries of food samples, may well feel that is no bad thing.

My abstinence, however, has nothing to do with any desire to return to my pre-Grocer stature.

I am surviving on a diet that would leave a gerbil’s tummy rumbling as I will spend the coming two days judging The Grocer’s Own-Label Food & Drink Awards. And, as a veteran of this event, I know how to prepare myself.

Over the two days, our expert panellists will sample about 400 products across 69 different categories – after consumer testing has whittled down the incredible 1,100 entries we received. I will personally be sampling about 100, so I know it is best to start out with a relatively empty tummy.

Of course, it could be argued that I could reduce my burden by only tasting the food, and not swallowing it. To which I would respond; if you buyers, chefs and developers didn’t keep rolling out such darn appetising own-label NPD, that would be a lot easier to do.

But it turns out that my waistline may survive the next two days slightly less challenged than in previous years as, according to new research from Mintel, the amount of own-label NPD that claims to be ‘better for you’ has reached a five-year high.

Apparently, 6.6% of own-label products launched in 2014 carried a low, no, or reduced fat claim, up from 5.9% in 2010, while the proportion of own-label products featuring a low, no, or reduced calorie claim rose from 1% to 1.8%.

“Claims most commonly associated with weight management became more prevalent in own-label food launches in 2014,” says Mintel senior food analyst Emma Clifford, adding the rise in better-for-you NPD was likely to stem from supermarkets’ pledges to encourage healthier eating under the government’s Responsibility Deal, as well as a desire to boost their reputations as socially responsible.

And shoppers aren’t only looking to slim when considering purchases. Mintel found 59% of Brits seek items that contribute to their 5-a-day and - as if the trade needed a reminder of the growing interest in protein content – 43% look for products high in protein.

But with more than half of shoppers wanting items low in saturated fat and sugar, there is clearly further work to be done.

“Despite retailers focusing more attention on these claims in their new product development in 2014, there still appears to be a significant gap between the high demand for products that are low in fat, sugar and calories and the level of new product development activity,” adds Clifford.

And if those comments aren’t sufficient to encourage further healthy NPD, perhaps developers could spare a thought for awards judges.

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