In a surprising turn of events, supermarket own-brand salt and vinegar crisps have decisively beaten their premium branded counterparts in a rigorous blind taste test conducted in the UK. The competition pitted a selection of crisps from major supermarkets against well-known brands to determine which offered the best flavour, texture, and overall quality.
The Taste Test Methodology
Consumer website Which? organised a comprehensive blind taste test involving 72 dedicated crisp enthusiasts. The participants sampled ten different varieties of premium salt and vinegar crisps, evaluating each based on a detailed scoring system. Flavour accounted for 50% of the total score, while texture and aroma each contributed 20%, and appearance made up the remaining 10%.
The Contenders
The crisps included in the test represented a mix of supermarket own-brands and established premium brands. From the supermarket side, offerings from Aldi, Asda, Co-op, Morrisons, Sainsbury's, Tesco, and Marks & Spencer were evaluated. The branded competitors featured Kettle, Pipers, and Tyrrells, all of which market themselves as artisanal or high-end snacks.
The Clear Winners
When the scores were tallied, supermarket own-brands dominated the rankings, with Asda and Co-op emerging as the top performers. Asda's Extra Special Sea Salt & Chardonnay Wine Vinegar Hand Cooked Crisps achieved an impressive score of 78%, securing the title of best buy. Priced at £1.34 for a 150g bag, these crisps were praised for their perfect crunch, golden colour, and sharp vinegar kick. Testers noted that the salt levels and aroma were perfectly balanced.
Close behind, Co-op's Irresistible Hand Cooked Sea Salt & Chardonnay Wine Vinegar Crisps scored 75%. Available for £1.70 per 150g bag, they also received a best buy award. Participants appreciated the ideal thickness and crispiness, along with a tangy vinegar flavour, though some felt the vinegar was slightly overpowering, making them suitable for those who prefer a stronger taste.
Other Strong Performers
Aldi's Specially Selected Sea Salt & Chardonnay Vinegar Hand Cooked Crisps followed with a score of 69%, while Morrisons The Best Hand Cooked Sea Salt & Suffolk Cider Vinegar Crisps achieved 67%. These results further underscored the strength of supermarket offerings in the premium crisp category.
Branded Crisps Fall Short
In a notable outcome, all three branded crisps—Tyrrells, Kettle, and Pipers—landed at the bottom of the rankings. Which? highlighted that these brands, which position themselves as premium or artisanal, received the lowest overall scores. Pipers crisps were rated the least popular, failing to meet tasters' expectations for salt and vinegar intensity.
Tyrrells were criticised for being pale-looking and bland-tasting, while Kettle crisps were similarly described as bland. This performance suggests that consumers may find better value and flavour in supermarket alternatives.
Full Ranking of Crisps
- Asda Extra Special Sea Salt & Chardonnay Wine Vinegar Hand Cooked Crisps – 78%
- Co-op Irresistible Hand Cooked Sea Salt & Chardonnay Wine Vinegar Crisps – 75%
- Aldi Specially Selected Sea Salt & Chardonnay Vinegar Hand Cooked Crisps – 69%
- Morrisons The Best Hand Cooked Sea Salt & Suffolk Cider Vinegar Crisps – 67%
- M&S Hand Cooked Sea Salt & Balsamic Vinegar Crisps – 66%
- Sainsbury’s Taste the Difference Sea Salt & Suffolk Cider Vinegar Hand Cooked Crisps – 65%
- Tesco Finest Sea Salt & Chardonnay Vinegar Hand Cooked Crisps – 64%
- Tyrrells Sea Salt & Cider Vinegar Crisps – 63%
- Kettle Sea Salt & Balsamic Vinegar of Modena Potato Chips – 60%
- Pipers Burrow Hill Cider Vinegar & Sea Salt Crisps – 57%
This taste test reveals a significant shift in consumer preferences, with supermarket own-brands not only matching but surpassing branded crisps in key quality metrics. For crisp lovers, it highlights that premium taste and value can often be found closer to home, challenging the perception that higher-priced brands always deliver superior quality.
