M&S own-brand milk chocolate digestives have been named the best in a blind taste test conducted by Good Housekeeping, outperforming the iconic McVitie's brand. The M&S biscuits, priced at £1.25 for a 300g pack, scored 91 out of 100, edging out McVitie's which scored 89 and costs £2.25 for 266g.
Blind Taste Test Methodology
The Good Housekeeping Institute conducted a blind taste test, assessing each chocolate-covered biscuit on aroma, flavour, and texture. The panel of experts evaluated a range of supermarket own-brands alongside the market leader, McVitie's.
According to Good Housekeeping's report: "This own-brand buy impressed our panel with its rich malted flavour, subtle oaty notes and balanced sweetness. The generous chocolate topping had a deep cocoa flavour with a slight bitterness, while a touch of salt on the finish kept every bite perfectly balanced."
Full Ranking of Chocolate Digestives
The full ranking from the taste test is as follows:
- M&S Milk Chocolate Digestives (£1.25 for 300g) - Score: 91/100
- McVitie's Milk Chocolate Digestives Biscuits (£2.25 for 266g) - Score: 89/100
- Waitrose Essential Milk Chocolate Digestive Biscuits (£1.30 for 300g) - Score: 78/100
- Sainsbury's Milk Chocolate Digestives (£1.25 for 300g) - Score: 78/100
- Morrisons Milk Chocolate Digestives (£1.20 for 300g) - Score: 78/100
- Co-op Milk Chocolate Digestives (£1.35 for 300g) - Score: 71/100
- Asda Milk Chocolate Digestives (£1.20 for 300g) - Score: 70/100
- Tesco Milk Chocolate Digestives (£1.25 for 300g) - Score: 70/100
Why M&S Won
Good Housekeeping's consumer experts noted that while McVitie's judges praised its rich chocolate coating and classic caramelised flavour, M&S ultimately edged ahead thanks to its crunchier texture and more distinctive flavour profile. The M&S biscuits also offer better value for money, being £1 cheaper than McVitie's for a 300g pack.
Morrisons and Asda were the cheapest options in the test, both priced at £1.20 for a 300g pack, though they scored lower on overall quality.
