More than 11,600 Australian household shoppers were surveyed on their choice of Australian products in the food industry to determine the 2013 Product of the Year across various categories.

Helga’s Sandwich Thins took out the bakery category for its new alternative to bread, while Queen Chocolate Mill was awarded for its innovative grated chocolate product

Other winning products included Dairy Milk Marvellous Creations by Cadbury, and Gluten-Free Cookie Bars by Macro Wholefoods Market.

Director of the world’s largest consumer-voted product award Sarah Connelly said manufacturers have upped their game to stand out in increasingly competitive markets.

They are striving to get the best, eye-catching products into the market, which is great news for shoppers. Consumers are attracted to creativity and the results reveal they are not adverse to paying a little extra for this,” Sarah said.

“The foodie trend is also evident in this year’s winners, showing people are still willing to indulge themselves.

Product of the Year is Australia’s largest independent consumer survey of new products designed to reward innovation across a range of food categories. The ultimate purpose is to provide shoppers with a symbol that guides them to the best products in category.