A blind taste test conducted at the Good Housekeeping Institute has named the Exceptional by ASDA Brazilian Instant Coffee as the best instant coffee for UK households, scoring 85 out of 100. The own-brand product outperformed big names like Nescafé, which scored 71.
Test details and winner
During the test, packaging was removed to avoid brand bias. Experts and a consumer panel assessed each coffee for aroma, flavour, body and mouthfeel, rating overall enjoyment before awarding a final score out of 100.
The ASDA coffee was praised for its richness, smoky aroma and bold roasting notes. Good Housekeeping said: "If you like your coffee bold, this is the one to buy. Rich and full-bodied, the single-origin Brazilian coffee impressed our panel with its smoky aroma, bold roast and hints of dark chocolate. It delivered a smooth finish that made it stand out, particularly when served black."
Price comparison
At £3 for 100g, the ASDA jar costs less than half the price of some premium branded coffees in the test, including L'OR (£9.20) and Douwe Egberts (£8).
Kenco Gold Indulgence Instant Coffee also scored 85/100 but is significantly more expensive at £7.35 for 195g, making the ASDA jar better value.
Other top scorers
Tesco Finest Colombian Instant Coffee (£3.50 for 100g) scored 84/100, followed by Co-op Fairtrade Rich Roast Instant Coffee (£3 for 100g) with 82/100. The best value prize went to Morrisons Gold Roast Instant Coffee, which costs £2.65 for 200g and scored 74/100.
Nescafé Azera Americano Instant Coffee scored 71/100. Tasters enjoyed its smoothness and balanced flavour, but many thought it lacked the bold roast and depth of flavour that set higher-rated products apart.
