A taste test of bakery sections at six major UK supermarkets has crowned Morrisons the winner, with Aldi coming in last place. The comparison, conducted by a shopper living near six stores, assessed quality, value for money, and the range of both classic and inventive baked goods.
Morrisons Takes Top Spot for Range and Value
Morrisons was praised for its vast bakery section, which did not need a fresh counter. The store offered a superior and more extensive range of chilled sweet treats at outstanding value, including a Strawberry trifle priced at just £2.25. The small bites snack range was described as the largest encountered, with inventive twists on British classics like jam mini teacakes with strawberry marshmallow.
The top pick was the fresh raspberry croissant, priced at £1.89 for a pack of two. The rich jam and flaky, buttery pastry were highlighted as particularly impressive. A similar ranking by Bethan Shufflebotham from the Manchester Evening News in 2022 also placed Morrisons first, noting the ability to get eight items for under £5 and an offer of six pastries or rolls for £2, making each 33p.
Sainsbury's and Lidl Impress but Fall Short
Sainsbury's came in second, praised for its nostalgic British offerings like school cakes, tea cakes, and gingerbread men, alongside a wide selection of bread and seasonal treats. A Which? study placed Sainsbury's sixth overall, with the consumer group noting a solid performance in customer satisfaction.
Lidl took third place, known for its wallet-friendly prices and unique items like the 'Chocolate Cronut'. According to a 2024 Grocery Gazette report, Lidl sells an average of 122 croissants every minute. However, some items were found to be stale, and the ready-packaged bakery section was uninspiring.
Asda, M&S, and Aldi Disappoint
Asda was ranked fourth, with a decent but limited range that lacked standout options. While a generous selection was available in the evening, nothing felt particularly special. A Which? survey found Asda finished joint last for in-store experience, with customers reporting bare shelves and unmanned checkouts.
Marks and Spencer came fifth, with a great range but prices too high for regular shopping. Most freshly baked goods were between £1.50 and £2.30, with an almond croissant at £2.60. The cheapest item was a 50p bread roll.
Aldi was ranked last, as most branches lack a fresh bakery section. The local store had a sparse selection with no fresh seasonal products, and the bakery aisle appeared lighter than on previous visits. The trip was described as a complete waste of time.
