By Daniel Hunter

Tesco has been voted Supermarket of the Year at the Mother & Baby Awards for the fifth year in a row.

Considered to be the 'Oscars' of the baby world, The Mother & Baby Awards celebrate the top maternity, baby and toddler brands. Several awards, including the prestigious Supermarket of the Year, are 100% reader voted.

Sheila Gallagher, Tesco Category Director for Baby, Beauty and Toiletries says: “We’re thrilled that so many mums and dads voted us their No1 supermarket for all their baby and toddler needs, trusting us to bring them top brands and products at prices they love. At Tesco, we pride ourselves on listening to what our customers want and it’s really important to us that we give them the best. Winning this award for an incredible fifth year in a row is fabulous as it means we’re delivering on our customer promise — and we will continue to do so.

“It’s a big honour to be voted as Supermarket of the Year by mums and dads — after all, they’re the real experts in the baby world! We know that parents only want the best for their little one and that they trust products, services, brands and retailers that really deliver for them. We’d like to say a big thank you to everyone who voted for us.”

It provides some respite for Tesco after a torrid year. If falling sales, profits and market share weren't bad enough, it is currently the focus of an investigation by the Serious Fraud Office (SFO) over profits that were overstated by £260m.

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