Supermarket own-brand tomato soups have outperformed Heinz in a blind taste test conducted by consumer champion Which?, with a 59p can from Sainsbury's taking the top spot.
Sainsbury's Cream of Tomato Soup scored 78 per cent in the test of 12 different versions, ahead of Heinz's 68 per cent. The Sainsbury's product costs 59p per can, or 15p per 100g, compared with £1.70 per can, or 43p per 100g, for Heinz.
Which? said: "As the joint highest-scoring tin, this budget-friendly soup from Sainsbury's impressed our panel. Most tasters found the balance of tanginess and sweetness just right. It also won over tasters on appearance and texture, with three quarters rating it the perfect creaminess. Not only is it a Best Buy, but it also offers outstanding value at just 59p a tin."
Tesco and Asda match the winner
Tesco's Cream of Tomato Soup also achieved 78 per cent, matching Sainsbury's on score and price. Which? noted: "Tesco's cream of tomato soup tied with Sainsbury's, matching it on both taste and value. It excelled on every measure, with just the right strength of flavour and tang for the majority of tasters."
Asda's own-brand tin finished one percentage point behind, also retailing at 59p per can. Which? said: "Completing our three Best Buys, Asda is another good supermarket own-label tin. It was rated among the best for appearance, aroma, flavour and texture, combining well-balanced flavours with a satisfying creaminess. Our panel gave it strong scores across the board, making it a worthy Best Buy recommendation."
How the other brands ranked
The test involved 77 participants who rated the soups on flavour, texture, appearance, aroma, sweetness, tanginess, thickness, and creaminess. Heinz Cream of Tomato Soup scored 68 per cent, meaning more than two in three participants said they enjoyed it.
Other results included Crosse & Blackwell at 76 per cent (£1.25 per can), Co-op at 73 per cent (75p), Marks & Spencer at 73 per cent (60p), Morrisons at 72 per cent (65p), Aldi at 71 per cent (59p), Lidl at 70 per cent (59p), Waitrose Essential at 66 per cent (85p), and Baxters at 58 per cent (£2.05 per can). Prices were correct as of October 2026.
