Which? Coffee Blind Test Reveals Best and Worst Supermarket Brews
For caffeine-loving Britons, a morning cup of coffee is an essential ritual that sets the tone for the day ahead. However, with the average cost of a cup of java soaring by 40 per cent over the last five years, discerning coffee drinkers are increasingly keen to ensure they are investing wisely in the right beans for their beloved breakfast brew. Fortunately, four independent coffee experts from Which? have stepped in to resolve any caffeine-related dilemmas through an extensive blind taste test.
The Blind Taste Test Methodology
The comprehensive blind test involved tasting ground coffee from well-known premium brands such as Cafédirect and Illy, alongside popular supermarket offerings from M&S, Lidl, Sainsbury's, and Tesco. All coffees included in the trial had a strength rating of three on their packaging, reflecting both roast intensity and flavour profile rather than strictly caffeine content. This approach ensured a fair comparison across different products, focusing on taste and texture rather than mere potency.
After meticulously sampling each brew, the experts delivered their verdicts, highlighting which coffee brands justify their price tags with 'complex flavours' and 'smooth' textures. Sadly, some supermarket brands failed to impress, with tasters citing a 'rubbery flavour' and 'astringent aftertaste' as notable drawbacks. The findings reveal that a deliciously smooth morning coffee can be enjoyed for as little as £6 for 200g, proving that splurging extra cash can indeed yield a superior cup.
Top-Rated Coffees: A Closer Look
Cafédirect Fairtrade Colombia Reserva Ground Coffee – 74%
Priced at £6 for 200g (£3 per 100g), this Arabica ground coffee emerged as the clear favourite among experts. Bursting with flavours of caramel, butterscotch, and fruit, complemented by a delightful aroma of rich brown sugar, it delivered a deliciously rich and endlessly smooth brew with a stunning aftertaste. The experts praised its full body and balanced caffeine content, recommending a small dash of milk to enhance its sweetness and velvety texture while preserving its natural elements.
M&S Collection Fairtrade Colombian Ground Coffee – 72%
Costing £4.75 for 227g (£2.10 per 100g), this coffee offers a subtle sweetness with 'bright notes of caramel and blackcurrant'. Grown in the Andes and filled with Arabica beans, it provides a satisfying mouthfeel, making it ideal for those seeking a lighter-tasting coffee. Experts advised adding only a small amount of milk to avoid overpowering its fruity notes and delicate acidity.
Sainsbury's Taste the Difference La Celia Colombian Ground Coffee – 68%
Priced at £4.30 for 227g (£1.89 per 100g), this medium roast coffee, grown by 'incredible women farmers', promises notes of 'balanced apple, citrus, and brown sugar'. However, the blind test revealed flavours leaning more towards chocolate and caramel. A splash of milk is recommended to create a smoother texture reminiscent of a Bourbon biscuit.
Mid-Range and Lower-Rated Options
Illy Ground Espresso Arabica Selection Colombia Coffee – 66%
At £4.49 for 125g (£3.60 per 100g), this Illy coffee is marketed as a 'smooth, balanced taste with notes of citrus fruit', best suited for espresso or Americano. Experts noted a delicate balance of fruity acidity, sweetness, and intensity, though milk slightly reduced its acidity, offering a lighter, sweeter alternative.
Waitrose No.1 Colombia Reserve Ground Coffee – 65%
Costing £4.75 for 227g (£2.10 per 100g), this option features caramel and orange flavours, described as full-bodied and full-flavoured but with an intense bitter taste and drying finish. Milk helped balance the profile, introducing notes of dark chocolate or tiramisu.
Co-op Irresistible Fairtrade Colombian Roast & Ground Coffee – 60%
Priced at £4 for 200g (£2 per 100g), this coffee earned praise for its caramel and roasted hazelnut touches, with a well-developed roast that is not too dark. Adding milk made it softer and creamier, with some tasters detecting a slightly biscuity taste.
Caffè Nero Colombia Ground Coffee – 59%
At £5.50 for 200g (£2.75 per 100g), this coffee, though 'fresh' from Caffè Nero's roastery, was criticised for a 'lingering bitterness and dryness'. Notes of toffee apple, blackcurrant, and fudge were faint, with experts recommending a light splash of milk for those preferring a milky coffee.
Lower-Scoring Supermarket Brands
Lidl Deluxe Fairtrade Colombian Supremo Roast & Ground Coffee – 56%
Priced at just £1.99 for 227g (87p per 100g), this budget option disappointed with an 'ashy roast flavour' and dry taste, described as 'unpleasant' when served black. Milk mellowed the harshness but resulted in a slightly malty brew.
Morrisons, The Best Fairtrade Colombian Ground Coffee – 54%
Costing £4.30 for 227g (£1.90 per 100g), this coffee featured a smoky aroma and slight rubbery flavour, with a drying aftertaste that persisted even with milk.
Asda, Exceptional Ground Colombian Roast Coffee – 53%
Priced at £3.98 (£1.75 per 100g), it held notes of tobacco and wood but suffered from a thin body and watery, weak taste.
Tesco Finest Fair Trade Colombian Supremo Ground Coffee – 52%
At £4.30 (£1.89 per 100g), this coffee had a strong bitter taste and faint roasted chestnut notes, with an underwhelming aftertaste slightly improved by milk.
Aldi, Specially Selected Colombian Ground Coffee – 48%
The lowest-scoring option at £1.99 (88p per 100g), it offered very faint chocolate and nutty notes but lacked complexity, with a thin mouthfeel and unpleasant bitterness.
Expert Insights and Recommendations
All coffees in the test had a strength rating of three, focusing on roast intensity and flavour profile. However, as there is no consistent scale for coffee strength, experts advise reading packet descriptions carefully. Medium-roast coffees tend to be lighter and smoother, while Italian-style options feature darker elements. When selecting ground coffee, look for Fairtrade and organic certifications, along with detailed sourcing information, to ensure ethical practices and fair pay for growers. In this test, all coffees displayed either the Fairtrade International logo or provided comprehensive farm and sourcing details.
Natalie Hitchins, Which? Head of Home Products and Services, commented: 'For many of us, there's nothing quite like a cup of joe to start our morning routine, but a disappointingly bitter, weak, or flat coffee can ruin the trajectory of our day. Our blind taste test shows that you don't need to spend a fortune to enjoy a genuinely great cup of coffee at home. While premium brands often trade on their reputation, our results prove that some supermarket options can deliver a smooth and balanced flavour at a much lower price.'
