The Asian Trader Product Awards 2025 celebrated the brands that have made the biggest impact in the convenience sector this year — as voted by independent retailers and wholesalers across the UK.
Recognising the products that have helped boost business for independents, the awards were presented during the prestigious Asian Trader Awards ceremony, held in London on November 5. with Group Managing Editor Kalpesh Solanki and Executive Editor Shailesh Solanki announcing the winners.
L-R: Shailesh Solanki Anna-Louise Fairtlough and Holly Kinsell of Mercieca for Kellanova, Kalpesh Solanki
The honours began with the Asian Trader Snack Brand of the Year, which went to Cheez-It from Kellanova. A billion-dollar brand and a long-time bestseller in the US, Cheez-It made its UK debut only a year ago and has already become a major player in the convenience channel.
L-R: Shailesh Solanki, Ryan Buchanan Sales Director and Ruth Fawcett Head of Wholesale CCEP, Kalpesh Solanki
In the Soft Drinks Brand of the Year category, Dr Pepper Cherry Crush Zero Sugar from Coca-Cola Europacific Partners took home the title. The limited-edition Valentine’s variant, with its playful ‘Seduce your Cherry Crush’ campaign, stood out for its bold marketing and strong sales performance.
L-R: Shailesh Solanki, Mark Walker, Clare Newton, and Ailish Pope of Swizzels Matlow, Kalpesh Solanki
Swizzels Matlow was recognised in the Confectionery Brand of the Year category for its Swizzels Refreshers Tropical Chew Bar. The fruity twist on a classic sweet marked the brand’s 70th anniversary, giving retailers a tangy opportunity to capitalise on the growing demand for fruity flavours.
Shailesh Solanki, Sarah Connor, Communications Director JTI UK, Kalpesh Solanki
In the Vape and Next Gen Product of the Year segment, Nordic Spirit Flavours by JTI emerged as the winner. The nicotine pouches range, which launched three new berry and tropical variants this year, now delivers over £4.5 million in monthly value sales.
L-R: Shailesh Solanki, Fleet Street PR representative for Heineken UK, Kalpesh Solanki
The Lager, Beer and Cider Brand of the Year award went to Inch’s Cider from Heineken, which introduced two new variants designed to help convenience stores tap into cider sales throughout the year, securing the highest value share in the category.
L-R: Shailesh Solanki, Char Wilkinson of pladis, Kalpesh Solanki
Closing the product awards was the Grocery Brand of the Year, awarded to McVitie’s Chocolate Digestives from pladis. Celebrating its 100th anniversary, the iconic brand continued to innovate with new flavours and a multi-million-pound campaign, helping it sell over 80 million packs annually.
Trade Minister Sir Chris Bryant, who worked at a newsagent as a teenager, attended as the chief guest at the ceremony, which celebrated excellence in convenience retail across the UK.
Drawing on his own early experience, he spoke about the hard work and long hours that go into running a local store – a sentiment that clearly resonated with many in the audience. Now in its 36th year, the event continued its tradition of recognising outstanding achievements in the sector.
Winners of Asian Trader Awards 2025 www.asiantrader.biz
TV presenter Nikki Bedi hosted the event, which saw 15 retailers being honoured in different categories. Jeyaseelan Thambirajah, who runs the Premier Queen Street store in Sheffield, won the top award, Asian Trader of the Year 2025.
Ramniklal Solanki Editor’s Award, instituted in the memory of Ramniklal Solanki CBE, founder of Asian Trader publisher Asian Media Group, went to Andrew Yaxley, Chief Executive Officer, Booker Group.
United Wholesale’s depot in Rainham, Essex won the Wholesale Depot of the Year award. Six new product launches from the last year, voted for by the retailers, were also feted.
The event also raised funds for Lepra, a charity that supports people affected by leprosy.
Winners List 2025
- Ram Solanki Editor’s Award: Andrew Yaxley, Chief Executive Officer, Booker Group
Product and Manufacturer Awards
- Snack Brand of the Year: Cheez-It (Kellanova)
- Soft Drinks Brand of the Year: Dr Pepper Cherry Crush Zero Sugar (CCEP)
- Confectionery Brand of the Year: Swizzels Refreshers Tropical Chew Bar (Swizzels Matlow)
- Vape and Next Generation Brand of the Year: Nordic Spirit Flavours (JTI)
- Lager, Beer and Cider Brand of the Year: Inch’s Cider (Heineken)
- Grocery Brand of the Year: McVitie’s Chocolate Digestives (pladis)
Asian Trader Awards 2025
- Responsible Retailer of the Year supported by Imperial Brands: Paul Cheema of Malcolm’s Store, Coventry
- Wholesale Depot of the Year supported by Tilda: United Wholesale Rainham, Essex
- Convenience Chain of the Year: Sajeev Gowrinathan of Budgens Tarvin in Cheshire
- Best smokeless alternatives Retailer of the year supported by VELO: Guna Sud of Premier RaceTrack, Wishaw
- Bakery Retailer of the Year supported by Warburtons: Noel Kavanagh, Kavanagh Ltd, Budgens Belsize Park, London
- Next Gen Award: Karan Patel of KP's Mini Market in Leeds
- World Food Retailer Award supported by Tropical Sun: Sajeev Bada, Asian Afro Grocery Store
- Independent Retailer of the Year supported by Booker: Girish Jeeva of Girish's Premier in Glasgow
- Food to Go Retailer of the Year supported by KP Snacks: Kopinath Kalanathan, Freshgos Londis in Doncaster
- Spirit of the Community Award supported by Mondelez International: Iwan Jones, Siop Glyndwr Costcutter, Gwynedd, Wales
- Symbol Retailer of the Year supported by Bestway: Nish Patel, Costcutter Canterbury
- Off Licence of the Year supported: Kaual Patel, Torridon Nisa Local, Lewisham
- Impulse Retailer of the Year supported by pladis: Andy Campbell, Go Local Extra, Cheadle
- Local Hero Award: Dhanji Halai, Best One, Rotherhithe
- Businesswoman of the Year supported by Philip Morris Ltd: Julie Kaur of Premier Jules, Telford
- Asian Trader of the Year: Jeyaseelan Thambirajah, Premier Queen Street, Sheffield