Waitrose Essential Spread Crowned Champion in UK Taste Test
A comprehensive new taste test conducted by the consumer watchdog Which? has definitively identified the United Kingdom's premier chocolate hazelnut spread. In a surprising turn of events, the market-leading brand Nutella was dethroned, with the top honour instead awarded to a supermarket own-label product.
Rigorous Testing Reveals a Clear Winner
Sixty dedicated taste testers meticulously sampled eleven different chocolate hazelnut spreads to determine the ultimate choice for British consumers. The panel evaluated three well-known branded products alongside eight own-label offerings from major supermarket chains including Aldi, Asda, Morrisons, and Sainsbury's.
Waitrose Essential Hazelnut Chocolate Spread emerged as the undisputed champion, achieving an impressive overall score of 82%. Priced at £2.50 for a 400g jar, this spread represents a premium option but still undercuts a 350g jar of Nutella by a significant 40p.
Testers praised the Waitrose spread for its rich chocolate and hazelnut flavours and its exceptionally smooth texture. The panel noted that it achieved an ideal balance of sweetness, leading Which? to award it their coveted Best Buy status.
Nutella and Tesco Secure Strong Second Place
The legendary Nutella hazelnut and chocolate spread secured a very respectable second position with an 81% rating. Available at £2.90 for 350g, it remains firmly positioned at the premium end of the market. More than three-quarters of testers declared their appreciation for its rich chocolatey taste, and its hazelnut notes and sweetness were similarly applauded. However, over half the panel felt the texture was slightly too dense. Nutella also received Which? Best Buy recognition.
Tesco Hazelnut Chocolate Spread matched Nutella's score exactly, also achieving 81%. Tesco's version earned both Best Buy status and the highly sought-after Which? Great Value badge, retailing at just £1.65 for a 400g jar. This option won praise for its excellent taste and appealing appearance, with three-quarters of samplers impressed by its sweetness level and most approving of its texture.
Competitive Field in the Rankings
Asda's Hazelnut Chocolate Spread and Lidl's Choco Nussa Hazelnut Chocolate Spread shared joint third position, both notching up a score of 80%. Asda's version costs £2 for a 400g jar, while Lidl's is priced at £1.65 for the same quantity.
- Asda's spread received approval from three-quarters of tasters for its chocolate and hazelnut character, with even more endorsing its sweetness. Opinions on texture were divided, with some finding it overly thick. It is sold in larger 750g jars for better value.
- Lidl's version was applauded for its sweetness and visual appeal, with two-thirds of tasters praising its chocolate intensity and consistency. Just over half appreciated the hazelnut notes, though more than a quarter felt they could be stronger.
How Other Popular Spreads Performed
The remaining spreads in the test achieved the following scores and prices:
- Sainsbury's Hazelnut Chocolate Spread – 75% (£1.65 for 400g)
- Bonne Maman Hazelnut Chocolate Spread – 72% (£4.10 for 360g)
- Jim Jams Hazelnut Chocolate Spread – 72% (£3 for 350g)
- Marks & Spencer Smooth Hazelnut Chocolate Spread – 72% (£2.50 for 400g)
- Morrisons Hazelnut & Chocolate Spread – 71% (£2.09 for 400g)
- Aldi Nutoka Hazelnut Chocolate Spread – 62% (£1.65 for 400g)
This detailed analysis provides British consumers with clear, evidence-based guidance for their next chocolate hazelnut spread purchase, highlighting that premium supermarket own-brands can indeed outperform established market leaders in both taste and value.
