Accreditation criteria

Entrants select one of two categories: Everyday and Premium. You also need to check if your product is classified as new, existing or pioneer

Everyday

This category is for the basics – those existing items customers buy without dwelling on the purchase. It might be an existing product but could also be a new variant, a new line extension, undergone a recipe evolution or presented in anew format.

Premium

A premium product is just that – a luxury top end range item that tempts and treats. As above, it can be an existing product or a new variant, refreshed recipe or newformat.

Classification

Existing products

This would be an item well-known by consumers both in terms of recipe and format –items such as a tomato ketchup or frozen cheesecake.

New products

What do we mean by new? Well, it may be new to you as a supplier, manufacturer or retailer, but if the product concept is known to consumers – a chilled mashed potato, for example – then it should not count as new and must be classified as an existing product. All products categorised as new must have been launched within the 12 months prior to application, or can be a seasonal product with confirmed packaging.

Pioneer

Products in the pioneer classification must be the true innovators in terms of taste, profile and positioning, and set a pace others may follow. Products submitted under this classification will be few and far between and never seen before in grocery retail. They can be positioned as an Everyday line or a Premium line.

Other points

All products are reviewed at their normal selling price and must be entered with their normal selling price noted.

A product will be accredited if it achieves an overall consumer rating that falls within the top percentile for products in its category. The category bench marking is different for each category and established by Cambridge Market Research through a 20-year period of rigorous food and drink consumer product testing.

To secure accreditation, both Everyday and Premium products must achieve an overall consumer rating that falls within the set threshold level of products in their category. 

New lines in Everyday and Premium must achieve an overall consumer rating within the set threshold level of products in their category. Ratings here will acknowledge that consumer wariness of new recipes and formats will lead to lower initial acceptance. At the same time it will ensure that there is sufficiently high level of innovation in the idea and that it brings something new and exciting to the table.

Pioneer products will be accredited using the same methodology as applied to Everyday and Premium new product lines but in addition will be tested with a targeted set of reviewers – reviewers who not only demonstrate willingness and interest in trying something new but are also in the target market for that type of product.

The consumer review panels

  • Each product is tested by 50 reviewers.
  • The reviewers are screened to ensure they are interested in buying and trying new products.
  • There are 12 products reviewed in each home meal format review session.
  • The sessions take place in six different geographic locations.
  • Reviewer ratings include: initial appeal; appearance; aroma; taste; texture; packaging; health; value for money; overall quality; would-buy intention; purchase intention and expected purchase frequency.
  • All products are reviewed at the normal selling price.
  • All products are judged first without packaging and then after the product has been put through its paces, the packaging is looked at and assessed.

Announcement of the accreditations

As soon as the product has been reviewed the applicant will be notified whether a product has achieved an accreditation. After this the individual Consumer Product Review Report will be sent out.

During the year all accredited products will progress into an exciting new end of year event where core category winners will be revealed. At this annual own label community festival there will be category winners, people and team awards, plus supplier awards.

As soon as the product has been reviewed the applicant will be notified whether a product has achieved an accreditation. After this the individual Consumer Product Review Report will be sent out.

During the year all accredited products will progress into an exciting new end of year event where core category winners will be revealed. At this annual own label community festival there will be category winners, people and team awards, plus supplier awards.