A chocolate taste test comparing Cadbury Dairy Milk with seven supermarket own-brand bars found that budget options from Lidl and Aldi outperformed premium rivals Marks & Spencer, Sainsbury's, Morrisons, and Tesco. Cadbury Dairy Milk retained the top spot with a score of 9/10, but Lidl's Fin Carre Milk Chocolate came a close second at 8.5/10, followed by Aldi's Dairyfine at 8/10.
How the Test Was Conducted
Matt Davies sampled seven supermarket milk chocolate bars alongside Cadbury Dairy Milk, scoring each on taste, texture, creaminess, and value for money. The bars were purchased at standard retail prices in June 2026. All products were 200g bars except where noted, and prices ranged from £1.95 to £3.50.
Bottom of the Rankings: Sainsbury's and Tesco
Sainsbury's Milk Chocolate 200g (£2.30) scored the lowest at 4.5/10. Davies described it as 'surprisingly tasteless' and 'firm,' lacking the creamy characteristic associated with Cadbury. He suggested it might function better as cooking chocolate.
Tesco's Milk Chocolate 200g (£2.30) scored 5.5/10. While smoother than Sainsbury's, it was 'marginally lacking in flavour initially' with only a delicate aftertaste. Davies noted it had an agreeable texture but lacked the creamy character of other bars.
Mid-Range: Morrisons and Asda
Morrisons' Milk Chocolate 200g (£2.30) scored 6/10. Davies found it 'pleasant but more toned down' and 'a little bland,' though sweet and smooth. He warned it was easy to eat without feeling sickly.
Asda's Milk Chocolate 200g (£1.95) scored 6.5/10. It surprised Davies with a creamy taste that was 'delicious, sweet and moreish,' but the texture was 'chunky and quite hard,' letting it down compared to Dairy Milk.
Premium Contender: Marks & Spencer
Marks and Spencer's Smooth Milk Chocolate 180g (£3.50) scored 7/10. Davies noted it was 'much richer and sweeter' than Cadbury's, with a high-quality appearance and taste. However, he said a couple of bites were enough, as it could leave some feeling queasy if they tried to eat too much.
Top Budget Bars: Aldi and Lidl
Aldi's Dairyfine Milk Chocolate 200g (£1.95) scored 8/10. Davies called it 'velvety and creamy' with a 'delicate, luxurious consistency' that surpassed costlier alternatives. It was marginally softer than Lidl's bar, but both were close contenders.
Lidl's Fin Carre Milk Chocolate 200g (£1.95) scored 8.5/10. Davies was 'especially pleased,' noting it had characteristics of the premium M&S bar but was 'more-ish and less sickly.' He said it brought to mind a Swiss chocolate brand popular at Christmas and delivered a 'melt-in-the-mouth sensation.'
Winner: Cadbury Dairy Milk
Cadbury Dairy Milk 180g (£2.75 from Morrisons) scored 9/10. Davies said it was 'immediately identifiable from the initial taste' and 'distinctive smooth chocolate' that was difficult to surpass. He praised its sweetness without being excessive and called it 'an enduring British favourite.'
According to Davies, approximately 95% of Britons consume chocolate, driving supermarkets to produce their own interpretations of the classic bar. The test highlighted that budget options can compete with premium brands on flavour and texture, with Lidl and Aldi offering the best value for money.
