Consumer champion Which? has revealed that supermarket own-brand products outperformed well-known labels in blind taste tests for cheddar cheese, instant coffee, and crisps. In a series of trials, participants evaluated items without knowing the brand, with many store-brand options securing top positions.
For cheddar cheese, Waitrose's Davidstow Cornish Mature Cheddar (£2 for 150g) took first place, praised for its smoothness, creaminess, and perfect saltiness. M&S Cornish Cove Mature Cheddar (£4.50 for 350g) came second, while Aldi's Specially Selected West Country Mature Cheddar (£3.39 for 350g) claimed third. Popular brands such as Cathedral City and Pilgrims Choice finished at the bottom.
In the instant coffee category, M&S Gold Instant Coffee (£3.75 for 100g) and Waitrose Gold Roast (£3.70 for 100g) jointly topped the rankings, both earning a 'Best Buy' rating. They surpassed Kenco and Nescafé in flavour and aroma, with Waitrose's offering also noted for its Fairtrade credentials.
For crisps, Asda's Extra Special Sea Salt and Chardonnay Wine Vinegar Hand Cooked Crisps came first, though they have since been withdrawn from sale. Co-op's Irresistible Hand Cooked Sea Salt and Chardonnay Wine Vinegar Crisps (£1.70 per 150g) secured second place, followed by Aldi's Specially Selected variety and Morrisons' The Best Hand Cooked Sea Salt and Suffolk Cider Vinegar Crisps. Premium brands like Kettle, Pipers, and Tyrrells scored lowest.
Which? noted that the three artisanal-style crisp brands ended up with the lowest scores overall, with Pipers rated least popular. The tests involved 64 participants for cheese, 68 for coffee, and 72 for crisps.
