The most important meal of the day. Maybe this is why we have traditionally always opened our judging with this category. As Breakfast options have evolved so has the category, and we welcome everything from cereals, granolas & oats to the once elusive baked goods & smoothies.

We recognise the ‘staple’ nature of many breakfast products but it is our ambition that this category showcases products beyond this, elevating the breakfast occasion and looking to some of the smaller producers.

Options for breakfast ‘on the go’ would be welcomed as this is the reality many of us are dealing with; whether that be due to work, travel or just the school run. We would suggest these are entered in the Grab & Go category, NEW for 2024.

We would suggest options developed for, or of high relevance to, the younger consumer be entered in the Child & Teen category and that any Keto products be entered in the Keto category.