A blind taste test by consumer champion Which? has found that Sainsbury's own-brand cream of tomato soup, priced at 59p per can, outperformed Heinz's popular variety. The Sainsbury's product scored 78 per cent, while Heinz Cream of Tomato Soup scored 68 per cent.
The test involved 77 participants who rated 12 different varieties of cream of tomato soup on flavour, texture, appearance, and aroma, as well as sweetness, tanginess, thickness, and creaminess. Heinz, at £1.70 per can or 43p per 100g, was described as an affordable and tasty option, with more than two out of three participants saying they liked it.
Sainsbury's and Tesco Top the Rankings
Sainsbury's Cream of Tomato Soup, at 59p per can or 15p per 100g, was the joint highest-scoring tin. 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's own-brand cream of tomato soup also scored 78 per cent and is priced at 59p per can. 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. Unlike some lower-scoring soups, there was no compromising on texture, with top marks for thickness and creaminess. Costing a fraction of the price of Heinz, it's another Great Value pick."
Asda Completes the Best Buys
Asda's own-brand tin scored 77 per cent, just one per cent lower, and also sells for 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."
Other brands in the test 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 at 66 per cent (85p), and Baxters at 58 per cent (£2.05 per can). Prices are correct as of October 2026.
