Wonder White Hi Fibre Plus was voted fresh bakery product of the year at the 2011 Product of the Year survey in February.

More than 5000 Australians were surveyed to find the most innovative new products to hit the supermarket shelves in recent times, stretching across 21 categories, including packaged goods, health, beauty, cleaning and pet care.

Wonder White Hi Fibre Plus is manufactured by New South Wales-based Quality Bakers Australia and is distributed by Goodman Fielder.

The chairman of the jury which shortlisted entries, Coles Supermarkets marketing director, Simon McDowell, said emerging from the pack to win a product of the year category was a real achievement.

“Some of the larger supermarkets carry up to 25,000 product lines, so standing out amongst such competition is quite a feat,” he said.

McDowell said several winners had revolutionised packaging and/or performance in their particular space.

The connection with the consumer was immediate in a number of instances because the product was so fresh and innovative, creating meaningful points of difference,” Mr McDowell said.