The Grocer’s New Product & Packaging Awards winners show innovation is alive and kicking

The Grocer’s New Product & Packaging Awards 2024 shows once again that innovation is alive and kicking.

More than 400 fmcg products were entered into this year’s awards, leading to a shortlist of over 200 and culminating in 44 category champions being crowned in front of a capacity crowd at London’s Wembley Stadium – the home of football, rock concerts and now, for the first time, The Grocer New Product & Packaging Awards.

Hosted by Radio 1 DJ, reality TV star and Candy Kittens founder Jamie Laing, the crowd of 560 were able to celebrate every shortlisted product receiving a Gold, Silver or Bronze award if they missed out on the category champion prize.

Find a full list of winners at the bottom of this page.

With the highest-ever number of entries, the quality was higher than ever, making for a tough job for our panel of indsutry expert judges who spent three days deciding on the winners.

“The fact is, a lot of the shortlisted products here today are doing stuff own label simply can’t do. Or certainly won’t do until brands do it first,” said The Grocer editor-in-chief and event co-host Adam Leyland. “Developing and picking up on new consumer trends. Supporting and stimulating category interest and growth.”

This year marked the second time packaging was recognised, with six categories dedicated to innovative and eco-friendly ways of bringing products to market.

“It’s not easy out there,” added Leyland. “Gaining and maintaining listings for NPD in the supermarkets is hard. Retailers have switched their focus more and more to own label, both for lower-quality, entry-level products and increasingly premium options.

“These awards are therefore an incredibly important reminder to retailers and shoppers of the fantastic innovation that brands big and small are engaged in: enriching the lives of customers, who look to brands, as much as they do to the supermarkets, to innovate and excite them, while providing much-needed revenue, and differentiation, and quality, to the supermarkets.”

The awards reached a climax with the crowning of a Champion of Champions: Unbeleafable’s Zesty Baby Leaves. 

On a mission to rid our veg drawers of soggy salad, this brilliant young brand is underpinned by a strong sustainability message, dressing up its’ British-grown, vertically farmed leaves with innovation and a strong sense of fun.

See the full list of New Product & Packaging Awards Gold, Silver and Bronze winners below.