Morrisons own-brand milk chocolate has tied with Cadbury Dairy Milk in a blind taste test conducted by Metro, scoring 74 out of 100. The Morrisons bar, priced at £2.30 for 200g, was described as having an 'amazing' taste that was 'sweet and creamy' but not too intense, and testers found it 'very similar' to Cadbury, with a smooth texture and delicious chocolatey scent.
Taste test results
The blind test pitted Dairy Milk against own-brand milk chocolate bars from Tesco, Sainsbury's, M&S, Aldi, and other major supermarkets. Morrisons and Cadbury shared joint first place. The main difference noted was appearance: Morrisons chocolate had a richer, glossier colour. Notably, the Morrisons bar contains no palm oil.
Cadbury Dairy Milk was instantly recognised by all testers, praised as 'nostalgic' and 'creamy', but lost points for value for money. Its price varies, costing £2.75 in Morrisons and Sainsbury's and up to £3 in Iceland for a 180g bar, making it more expensive per gram than many own-brand options.
Second and third place
Lidl's Fin Carré Extra Creamy Milk Chocolate (£2.25 for 200g) came second with a score of 68. Testers noted strong notes of vanilla and hazelnut, though hazelnut is not listed in ingredients. Social media users speculate it contains hazelnut paste; Metro has contacted Lidl for confirmation. The bar was described as 'on the sweeter side' with an appetising appearance.
Aldi's Dairyfine milk chocolate (£1.95 for 200g) placed third with 61 points. It was praised for its rich aroma and glossy shine, but had a less sweet taste with slight bitterness, reminiscent of Hershey's.
Middle and bottom rankings
M&S Choc Marks Milk Chocolate Bar (£3.50 for 180g at Ocado), Tesco Milk Chocolate (£2.30 for 300g), and Asda Milk Chocolate (£2.28 for 200g) tied for fourth place with 53 points each. Tesco's bar had a tanginess likened to cooking chocolate, M&S was deemed 'underwhelming' for its price, and Asda's was 'hard and dense' with a metallic aftertaste.
At the bottom were Waitrose Belgian Milk Chocolate (£3.50 for 180g) and Sainsbury's Milk Chocolate (£2.30 for 200g), scoring 48 and 47 respectively. Waitrose had generous pieces but a 'cheap' flavour, while Sainsbury's was described as 'dull and nothing to write home about'.
How the test was conducted
The Metro team conducted a blind taste test of milk chocolate bars from Tesco, Aldi, Lidl, Morrisons, Asda, M&S, Waitrose, Sainsbury's, and Cadbury. Each bar was scored across five categories: taste, texture, appearance, smell, and value for money, with a maximum score of 100.
