Greenhalgh's Craft Bakery won last year's Product Innovation Award at the Baking Industry Awards 2012 for its crumpet loaf.
Bakery manager Stephen Jones spoke to British Baker about the concept, how it felt to accept the award and tips for entrants into the category this year.
[youtube id="USuLVVS6mqY" height="315" width="560"]
To find your local shop please enter a postcode or town in the box below
Please enable location services on your device