Supermarket own-brand salt and vinegar crisps have outperformed premium brands in a blind taste test conducted by consumer group Which?. The panel of 72 crisp enthusiasts sampled ten varieties, including Kettle, Pipers, Tyrrells, and supermarket own-brands from Aldi, Asda, Co-op, Sainsbury's, and Tesco.
Asda Extra Special Sea Salt and Chardonnay Wine Vinegar Hand Cooked Crisps topped the rankings with a 78% score, praised for their ideal crunch, golden appearance, and sharp vinegar punch. Priced at £1.34 for 150g, they were described as excellent value, though they appear to be no longer available.
Co-op's Irresistible Hand Cooked Sea Salt and Chardonnay Wine Vinegar Crisps came second with a 75% score, also earning a best buy accolade. Testers noted the well-balanced saltiness and sharp vinegar tang, though some found the vinegar slightly excessive, making them ideal for those who prefer a bold taste.
Aldi Specially Selected Sea Salt and Chardonnay Vinegar Hand Cooked Crisps scored 69%, followed by Morrisons The Best Hand Cooked Sea Salt and Suffolk Cider Vinegar Crisps at 67%. The three branded options—Tyrrells, Kettle, and Pipers—ranked lowest, with Which? noting that those marketed as premium or artisanal ended up with the lowest scores overall.
Tyrrells were described as pale-looking and bland-tasting, Kettle as bland, and Pipers failed to deliver the desired intensity of salt and vinegar. The results highlight that supermarket own-brands can offer superior quality and value in the competitive crisp market.
