For years, British shoppers have exhibited a distinct supermarket snobbery, prioritising big brands and lavish packaging over wallet-friendly options. Value products, with their bargain-basement prices and distinctive packaging, were often looked down upon. As a cookery writer, I too have been drawn to high-end items with posh descriptions, discreetly hiding any bargain buys at the bottom of my trolley.
The Budget Range Revolution
However, a significant shift is underway, driven by a quiet revolution propelling middle-class consumers towards budget supermarket lines. Many of these ranges now boast impressively good products, challenging long-held perceptions. Sales of value lines at Marks & Spencer surged by 20 per cent in the third quarter of last year, with the retailer recently launching over 30 new items. Meanwhile, Tesco – which phased out its Value range in 2012 after customers reportedly felt 'embarrassed' – is now resurrecting those iconic blue and white stripes.
Among the TikTok generation, own-brand items carry a certain retro cool, with penny-pinching influencers incorporating budget food and drink into viral recipes. Leading nutritionist GQ Jordan supports this trend, noting, 'Value supermarket ranges often get written off, but some contain nutritional hidden gems. When the ingredient list is simple and the nutrition panel stacks up, a value product can be just as good as a branded one.'
Navigating the Aisles: Best and Worst Value Picks
So, which own-brand items deserve a place in your weekly shop, and which should be left on the shelf? Here is a detailed breakdown, with expert nutritional analysis.
Penne Pasta
Supermarket own-brand pastas vary enormously in price and quality, even within basic penne.
Best: Sainsbury’s Stamford Street Co Penne Pasta (500g, 41p)
A generously-sized bag for just 41p, this budget pasta is visually indistinguishable from premium brands. It cooks perfectly al dente in nine minutes, with tubes that soak up sauce well. Nutritionist GQ Jordan calls it 'a clear example of where value works well', with very low salt (0.01g per serving). One portion contains 326 calories, 1.4g fat, and 1.6g sugar.
Worst: Tesco Hearty Food Co Penne Pasta (500g, 41p)
While the penne looks intact in the packet, it breaks down after 5-6 minutes of cooking, becoming mushy. A portion has 296 calories, 1.8g sugar, and 0.03g salt. GQ notes, 'The nutrition is similar, but fibre and protein are slightly lower, and the texture tends to be softer. It's not harmful, just weaker-quality pasta.'
Minced Meat
Clearer on provenance and usually lower in fat, premium mince is a go-to for many. Surprisingly, several supermarkets offer high-quality, ethically sourced minced pork in their own-brand ranges.
Best: M&S Remarksable Value British Outdoor Bred Pork Mince 5% Fat (500g, £3.60)
Though pricier, this RSPCA-assured pork mince is worth the extra pound. It contains just 5% fat, colours evenly when cooked, and offers a hearty flavour. GQ highlights its 'better protein-to-calorie ratio (30.5g to 158 calories per 100g) and clearer sourcing', with significantly lower fat at 3.4g per 100g.
Worst: Morrisons Savers 20% Pork Mince (454g, £2.27)
The cheapest option releases excessive fat during cooking, tasting oily and bland. It has 'much higher fat (20g per 100g) and saturated fat (7.3g), meaning fewer nutrients per calorie', according to GQ. It contains 19.1g protein and 257 calories per 100g.
Sliced Bread
Supermarket bread often faces criticism for additives, preservatives, and added salt and sugar, issues equally present in branded loaves.
Best: Waitrose Essentials Wholemeal Medium Sliced Bread (800g, 75p)
Low in saturated fat (0.2g) and sugar (0.9g) per slice, this wholemeal bread is almost half the price of branded equivalents. It offers a nutty flavour and contains wholemeal wheat flour with minimal preservatives. GQ praises its nutritional profile, being 'closer to what wholemeal bread should look like, with higher fibre and fewer added sugars.'
Worst: M&S Remarksable Value Thick Wholemeal Loaf (800g, 75p)
Despite an enticing price, this loaf contains two types of sweetener and added sugars. GQ notes it is 'more heavily processed, with added sugars, palm oil, and multiple emulsifiers. The fibre is lower and salt higher than expected for wholemeal bread.'
Tinned Tomatoes
Italians might baulk, but reasonable supermarket options exist. Look for at least 60% tomato content to avoid watery results.
Best: Sainsbury’s Stamford Street Co Chopped Tomatoes (400g, 43p)
With 60% tomatoes and only tomato juice and citric acid as ingredients, these cook down well into sauces. They are low in fat, sugar, and salt, offering a sweet, authentic flavour. GQ calls it 'a strong base product and a real value-range win.'
Worst: Tesco Grower’s Harvest Chopped Tomatoes (400g, 43p)
Despite similar tomato content, this product features lower-quality chunks and an overwhelmingly acidic flavour. GQ points out it 'includes concentrated tomato juice and higher natural sugars per serving', with slightly higher salt at 0.14g per serving.
Cheddar Cheese
While households may splurge on branded cheddar like Cathedral City, supermarket shelves offer numerous own-brand alternatives.
Best: Tesco Creamfields Mature White Cheddar (400g, £2.79)
Made from British and Irish cows' milk, this cheddar is velvety-smooth and well-priced. It melts beautifully and has a simple ingredient list. GQ highlights its 'high protein, proper maturation, and good flavour per portion.'
Worst: Asda Just Essentials Mature White Cheddar (400g, £2.79)
This cheese is rubbery, mild, and cheap-tasting, crumbling when cut and taking ages to melt. GQ notes it is 'very similar nutritionally, but with slightly lower protein, and milder in flavour.'
Chicken Breast
Not all supermarkets include fresh chicken breast in budget ranges, but those that do use British chicken.
Best: Waitrose Essentials Slower Reared Chicken Breast Fillets (600g, £5.25)
Reflecting higher welfare standards, this chicken is succulent and flavoursome with minimal fat. GQ praises it as 'very lean and high in protein, with minimal fat.'
Worst: Morrisons Savers Chicken Breast Pieces (750g, £5.05)
This chicken was tough, sinewy, and strangely flavourless. GQ notes it is 'nutritionally-similar on paper, but with a slightly lower protein density and higher fat.'
Laundry Liquid
Though not a weekly purchase, laundry liquid is a significant expense.
Best: M&S Remarksable Value Bio Colours Laundry Liquid (1.5l, £5.50)
Fans compare its scent to a £75 Le Labo perfume. Made with plant-based biodegradable ingredients, it contains no hidden nasties. GQ notes it is 'more concentrated, meaning fewer washes are needed, and better tolerated by sensitive skin.'
Worst: Morrisons Savers Biological Laundry Liquid (1l, £2)
This cheap product fails to remove stains and relies on harsher chemicals and optical brighteners.
Porridge Oats
Quality varies greatly between nutritious jumbo oats and inferior options.
Best: M&S Remarksable Value Traditional Scottish Porridge Oats (1kg, £1.15)
Stone-ground for creaminess, these oats are chunky and filling at less than half the price of branded boxes. GQ praises their high fibre, low sugar, and lack of salt.
Worst: Asda Just Essentials Porridge Oats (1kg, 85p)
The cheapest option is small, flaky, and dotted with chewy husks, resulting in lumpy porridge. GQ notes, 'The fibre is slightly lower and texture is more broken. It's still a decent product, just marginally less satisfying.'
Baked Beans
Convincing a Heinz faithful requires seriously tasty alternatives, with most own-brand beans priced around 28p per tin.
Best: Waitrose Essential Baked Beans (420g, 55p)
In a rich tomato sauce with the perfect sweet-savoury balance, these beans contain 52% haricot beans. GQ highlights their 'higher bean content, good fibre and protein, and lower sugar than many value options.'
Worst: Asda Just Essentials Baked Beans (410g, 28p)
Watery and insipid with just 44% beans, these taste artificial and contain added sugars and salt. GQ describes them as 'more sauce than substance, less filling and less supportive nutritionally.'
Sandwich Spread
Branded plant-based spreads can cost up to £2.80, a significant sum for a daily staple.
Best: Sainsbury’s Stamford Street Co Soft Spread (500g, 95p)
Shoppers claim this vegan spread rivals Flora and Lurpak. It has a creamy taste, is low in calories, and contains vitamins D and A. GQ notes it is 'lower in saturated fat than many spreads, with modest salt.'
Worst: Morrisons Savers Soft Spread (1kg, £1.90)
Bland and flavourless, this spread leaves an oily residue. GQ points out it is 'higher in saturated fat and salt per 100g, which matters if used daily.'
\nThis comprehensive guide demonstrates that the shift towards value ranges is not merely about cost-saving but about discovering quality, nutritionally sound products. As budgets tighten and perceptions evolve, the supermarket snobbery of old is being replaced by a savvy, informed approach to shopping.
