Veetee’s Dine-in wins Best New British Product at ANUGA

Veetee’s Dine-in microwaveable rice won FFB’s Best New British Product Award at ANUGA. The rice, which microwaves in two minutes to produce restaurant quality rice, came up against stiff competition from highly-commended products from Only Natural, Seasoned Pioneers and Artisan Biscuits in a competition judged by Adam Leyland, Editor of The Grocer magazine.

FFB’s New Product Showcase at ANUGA offers British exhibitors the opportunity to enter their newest products to be displayed at the FFB lounge and judged for the Best New British Product Award. There were 22 entries in the 2007 Showcase, ranging from Boater’s Coffee+ range of fortified coffees, CRIPS low-fat baked snack and Weetabix’s Oatibix cereal.

The products were judged on their innovation, quality and sales potential. Adam Leyland, Editor of the Grocer spent an afternoon reviewing the products, speaking to the companies and, most importantly, tasting the finalists. Veetee’s Dine-in won on the basis that its superb quality and convenience played on the strengths of the UK food industry, making it a high-potential seller.

 

The other highly commended products were:

Only Natural’s Kromland Farm Organic Rooibos – the only single-estate Roiboos available. www.kromlandfarm.com

Artisan Biscuit’s My Favourite Bear - range of all butter biscuits made with real fruit or Belgian Chocolate. www.artisanbiscuits.co.uk

Seasoned Pioneer’s Moroccan Fennel & Apricot Tagine Gourmet cooking sauce. www.seasonedpioneers.co.uk

22 October 2007