The Scottish bakers were awarded last night
Scottish bakery Saltire Patisserie was the winner of FDF Awards’ Diet & Health Award for its initiative to reduce salt content in its wholemeal bloomers and bagels.
The initiative, supported by FDF Scotland’s Reformulation for Health programme and funding bodies, saw the bakery, which has been established for nearly 20 years, maintain artisan quality through recipe adjustments and fermentation techniques.
Wall’s and PepsiCo UK shared the award for Brand Launch of the Year. Wall’s for its Wall’s Pastry ‘When Hunger Calls, Grab a Wall’s’ and PepsiCo UK for its ‘Extra Flamin’ Hot’ platform combining Doritos, Walkers Max, and Wotsits Crunchy.
Wall’s underwent a major transformation to boost consumer engagement and modernise its image. Despite strong sales, the brand faced low awareness and limited appeal among younger audiences. The relaunch introduced its best-ever sausage roll recipe and bold new packaging, while expanding the product range to suit diverse consumer needs, including food-to-go options and new formats like Pizza Pies and breakfast items. A marketing campaign featuring the Wallsy mascot and the tagline “When Hunger Calls, Grab a Wall’s” drove nationwide awareness and trial. The result was a sales boost to over £63m.
PepsiCo UK’s new platform, which launched in March 2024, featured non-HFSS options and new packaging for the brands. The launch included activations like branded fire trucks and a ‘sweaty’ billboard, driving strong retailer support and consumer engagement. The launch generated £27.3 million in sales within less than a year of launching.
PepsiCo UK also took home Campaign of the Year for its ‘No Walkers, No Game’ ad push, featuring brand ambassadors such as David Beckham and Thierry Henry. Marketing included social engagement, on-pack giveaways, and prize opportunities that resulted in 97% national reach. Over 100 million promotional packs were sold among retailers and pubs.
The annual awards celebrate accomplishments from across the UK’s largest manufacturing sector. Across 20 categories, it rewards the organisations, projects, and people that have made a real impact, from businesses making a difference to local communities and apprentices who have made their mark, to innovations supporting the nation’s health or forward-thinking net-zero initiatives.
Karen Betts, chief executive, The Food and Drink Federation (FDF), said: “The FDF Awards once again brought the stars of food and drink industry together, shining a light on the brilliant work they do to ensure our sector can, day in and day out, feed a nation of 70 million people. We celebrated new products, the skills of our teams, the community connections and how the industry is innovating for the future. It was an inspiring evening – and my congratulations to all our award winners and runners up.”
A full list of the winners can be found HERE.
