Supermarket Own Brands Outshine Premium Rivals in Comprehensive Taste Trials
In a series of revealing blind taste tests conducted by the consumer champion organisation Which?, supermarket own-brand products have decisively outperformed well-known premium brands across multiple categories. The comprehensive research involved panels of everyday consumers evaluating crisps, coffee, and cheese without knowledge of which brands they were sampling.
Cheddar Cheese Comparison Reveals Surprising Results
The cheese evaluation involved 64 participants who assessed various cheddar cheeses based on taste, smell, appearance, and texture. Remarkably, none of the household cheese names managed to secure positions in the upper rankings of this rigorous assessment.
Waitrose's Davidstow Cornish Mature Cheddar claimed the top position, retailing at £2 for 150g. Testers praised this supermarket offering for having "just the right smoothness and creaminess, as well as perfect saltiness." The cheese demonstrated that supermarket brands can deliver exceptional quality at competitive price points.
Securing second place was M&S Cornish Cove Mature Cheddar, priced at £4.50 for 350g, while third position went to Aldi's Specially Selected West Country Mature Cheddar Cheese, currently available for £3.39 for 350g. Both Cathedral City cheddar cheese and Pilgrims Choice finished at the bottom of the rankings, challenging conventional assumptions about brand superiority.
Coffee Taste Test Delivers Unexpected Outcomes
In a separate blind taste test involving 68 coffee drinkers, participants sampled 12 instant gold-roast coffees with several supermarket varieties significantly outshining established premium brands. The results demonstrated that consumer perceptions of quality don't always align with brand reputation or pricing.
M&S Gold Instant Coffee, priced at £3.75 for 100g, claimed the number one position for its impressive flavour profile according to the Express report. Meanwhile, Waitrose Gold Roast (£3.70 for 100g) jointly claimed top honours, also earning the coveted "Best Buy" accolade for its aroma, taste, and Fairtrade credentials.
Both supermarket coffee options surpassed well-known brands Kenco and Nescafé in the comprehensive evaluation, suggesting that consumers might be paying premium prices for brands that don't necessarily deliver superior taste experiences.
Crisps Assessment Challenges Premium Positioning
The crisp evaluation proved particularly revealing, with supermarket own-brand options outperforming iconic names including Kettle, Pipers, and Tyrrells. Based on the Which? consumer champion survey, 72 blind taste testers evaluated various salt and vinegar varieties with surprising results.
Asda's Extra Special Sea Salt and Chardonnay Wine Vinegar Hand Cooked Crisps claimed first place, though they've since been withdrawn from sale. Co-op's Irresistible Hand Cooked Sea Salt and Chardonnay Wine Vinegar Crisps secured second position, still available for £1.70 per 150g.
Following closely was Aldi's Specially Selected Sea Salt and Chardonnay Vinegar Hand Cooked Crisps, with Morrisons' The Best Hand Cooked Sea Salt and Suffolk Cider Vinegar Crisps coming next in the rankings.
Which? observed a particularly telling pattern: "The three brands that market themselves as more premium or artisanal-style snacks ended up with the lowest scores overall – with Pipers crisps rated the least popular by our tasters." This finding challenges the common assumption that higher-priced, premium-positioned products necessarily deliver superior taste experiences.
Consumer Implications and Market Considerations
These comprehensive taste tests conducted by Which? reveal significant insights for consumers making everyday purchasing decisions. The results suggest that supermarket own-brand products frequently deliver comparable or superior quality to premium alternatives while typically offering better value for money.
The blind testing methodology ensured that participants evaluated products based solely on sensory experience rather than brand recognition or packaging influence. This approach provides particularly valuable data for consumers seeking to make informed choices without being swayed by marketing or brand reputation.
As consumer budgets continue to face pressure from economic factors, these findings offer practical guidance for shoppers looking to maintain quality while managing household expenses. The research demonstrates that in multiple food categories, supermarket own brands represent not just economical alternatives but genuinely superior choices according to objective taste evaluations.
