Morrisons milk chocolate digestives have emerged as the best supermarket alternative to McVitie's in a blind taste test, scoring a perfect five out of five. Priced at just £1.20 per pack, they were also one of the cheapest options tested, undercutting the original McVitie's biscuits by 65p.
How the Test Was Conducted
Emily Malia, a writer for What's On, purchased and sampled milk chocolate digestives from five major UK supermarkets: Sainsbury's, M&S, Asda, Lidl and Morrisons. Each biscuit was rated on a five-star scale based on taste, texture, chocolate quality and how closely it resembled the classic McVitie's digestive. A packet of McVitie's Milk Chocolate Digestives currently retails for around £1.85.
Results: Morrisons Takes the Crown
Morrisons' version scored a full five stars. The biscuit was described as the same size as a standard digestive with iconic pressed lettering, and it felt as close to a McVitie's digestive as expected. The texture was spot-on, with what the reviewer called a 'bitty' taste that makes a digestive unique. The chocolate brought more flavour compared to other options, and the reviewer noted they could have eaten the whole pack.
Asda's offering came second with a four-star rating. At £1.25, the biscuit size was perfect and the colour matched the authentic digestives. The biscuit tasted very close to McVitie's, delivering the same aftertaste, though the chocolate layer was thinner than most others.
Sainsbury's and M&S both received three stars. Sainsbury's biscuits were smaller, with a harder crunch and a plainer biscuit flavour; the chocolate felt more milky than chocolatey. M&S biscuits were crunchier, closer to a Hobnob than a digestive, though the chocolate tasted the closest to McVitie's.
Lidl's 89p digestives came last with two stars. While the packaging mimicked McVitie's and the chocolate layer was thicker, the biscuit was plainer and the chocolate delivered a 'cheap chocolate' taste that was overpowering.
Impact and Recommendations
The test demonstrates that shoppers can save money without sacrificing quality. Morrisons' digestives, at 65p less than McVitie's, offer an almost identical experience. Asda also provides a strong alternative for those who prioritise biscuit flavour over chocolate thickness. The results suggest that premium price does not always guarantee premium taste, as the cheapest option (Lidl) performed the worst, while the mid-priced Morrisons biscuit triumphed.
