The jar won it.
Oh, and the oats, coconut, honey, maple syrup, almonds, cashew nuts, sunflowers seeds, pumpkin seeds, cranberries, raisins and hazelnuts.
There's nowhere to hide - no dusty floor sweepings hidden behind pretty pictures on a cardboard box. The clear plastic jar takes no prisoners (p.s. it's recyclable).
This stuff is served in a few snazzy London hotels and frozen yoghurt bars. Otherwise you'll find it in Fortnum & Mason, Whole Foods and the like.
It was developed by Fay Miller, who wasn't happy with what's on the market, and baked her own, to some considerable success... it's nutty, crunchy, honey and maple syrup sweetened.
No fruit needed, just milk, yoghurt or even just a spoon.