Sainsbury’s is celebrating after winning Best Cereal with its FreeFrom Oaty Granola at the acclaimed FreeFrom Food Awards.
Now in its fifth year, the 2012 awards, held at the Museum of London, recognise FreeFrom products by retailers and brands, and are judged by chefs, food writers, nutritionists and dieticians.
Sainsbury’s was the only retailer of the big four supermarkets to win at this year’s ceremony and the win in the cereal category follows previous successes at the 2011 awards with Sainsbury’s freefrom iced Christmas cake and Sainsbury’s freefrom Christmas pudding both excelling.
This time around, in addition to the Oaty Granola, Sainsbury’s was shortlisted for two other products, the freefrom Soft White Seeded Rolls in the gluten free breads and bread mixes category and the freefrom Chocolate Chip Muffins in the gluten-free cakes and mixes category.
Sainsbury’s freefrom brand manager, Gemma Crump, said: “We’re thrilled to win Best Cereal at this year’s FreeFrom Food Awards as they’re a key point of reference for anyone with food intolerances. At Sainsbury’s we’re proud of our own-brand freefrom range and we’re constantly striving to improve and increase our range to make sure customers have plenty of choice without compromising on taste.”