Selecting the finalists

Once the closing date for submissions has passed, our jury meets to consider the products, decide on the categories and shortlist the finalists.

Assessing the products
All experts drawn from manufacturing, marketing and the press, our jury members put each product through its paces – feeling, eating, squeezing and using each one as appropriate! They also consider the written submissions in which manufacturers outline why they feel their product is innovative.

Choosing the categories
The award categories depend on the number and type of products entered. They will therefore vary from year to year.

Onto the next stage
Short-listed products go forward to the next, crucial stage: the public vote. Manufacturers pay a fee of £4,750 for each product chosen – and in addition to the chance of winning, each receives a copy of the market research gathered at this stage. So whether you win or lose, you will gather valuable feedback on your short-listed product from thousands of UK consumers. This research is valued at £12,000 by the research company, TNS.