The UK's leading consumer champion, Which?, has shaken up the instant coffee market with a surprising taste test result. In a blind trial involving 68 coffee enthusiasts, supermarket own-brand coffees from Marks & Spencer and Waitrose jointly beat out premium giants like Nescafé Gold and Douwe Egberts Pure Gold.
The Taste Test Winners Revealed
The comprehensive test, conducted in January 2026, saw participants sample 12 different instant gold-roast-style coffees. The selection included offerings from famous brands and nine supermarket own-labels from retailers including Asda, Lidl, Sainsbury's, and Aldi. Both M&S Gold Instant Coffee and Waitrose Gold Roast achieved a joint first-place score of 70%, earning them coveted Best Buy status from Which?.
Testers praised the M&S coffee, priced at £7.25 for a 200g jar, for its balanced flavour, appealing aroma, and good appearance. Notably, nearly 75% of panellists approved of its bitterness level. While not the cheapest, it undercuts rival branded products and was one of only two tested coffees to carry the Fairtrade logo.
Waitrose's winning entry, costing £3.70 for 100g, received similar acclaim for its strength, aroma, and flavour, with over half the testers finding its strength "just right." It offers a more wallet-friendly alternative to the big brands while delivering on taste.
Big Brands and Best Value Contenders
The established names had to settle for second place. Douwe Egberts Pure Gold and Nescafé Gold blend tied for joint second, each scoring 69%. However, their price tags were significantly higher, at £8 for 190g and £8.35 for 190g respectively. Testers enjoyed their aroma and flavour, though some desired a stronger taste from Nescafé.
Aldi's Alcafe Gold Roast emerged as the standout for value, securing third place with a score of 68%. Priced at just £2.65 for 200g, it earned a Which? Great Value award. Testers enjoyed its overall profile but noted a desire for a more robust coffee flavour.
Kenco Gold Indulgence also scored 68%, sharing third place, but at £8.35 for 195g, it sits at the premium end of the market.
How Other Supermarket Coffees Performed
The test provided a clear ranking of popular supermarket options, proving that price does not always correlate with taste. The full list of results is as follows:
- Co-op Fairtrade Gold Roast – 67% (£3.55 for 200g)
- Morrisons Gold Roast – 65% (£2.65 for 200g)
- Sainsbury’s Gold Roast – 65% (£2.85 for 200g)
- Asda Gold Roast – 64% (£2.65 for 200g)
- Ocado Gold Roast – 64% (£3 for 200g)
- Lidl Bellarom Gold – 61% (£2.65 for 200g)
The key takeaway for UK shoppers is clear: you don't need to pay a premium for a great-tasting instant coffee. The top-rated options from M&S and Waitrose offer superior flavour at a lower cost than the traditional market leaders, while Aldi provides exceptional value for money.
