Instant coffee often faces criticism from coffee aficionados, but a recent blind taste test has revealed that Marks & Spencer's own-brand offering has managed to surpass some of the biggest names in the industry. The M&S Gold Instant Coffee emerged as the top-rated home instant coffee, prompting a closer look at what makes it stand out.
Which? Taste Test Results
The comprehensive study conducted by Which? involved 68 coffee enthusiasts sampling 12 different instant gold-roast-style coffees. The selection included well-known brands like Nescafé alongside nine supermarket own-brands from retailers such as Asda, Lidl, Waitrose, and Sainsbury's. M&S's entry scored an impressive 70%, earning it the coveted Best Buy status.
Price and Packaging
Priced at £7.25 for a substantial 200g jar, the M&S coffee isn't the cheapest option on the supermarket shelf, but it represents excellent value for money. The packaging describes it as a medium roast made from 100% Arabica freeze-dried coffee, promising a smooth and balanced flavour profile.
Taste Comparison: M&S vs Nescafé
When compared directly against Nescafé Gold, the M&S blend presented as noticeably milder and sweeter in aroma. The Nescafé option delivered a stronger, bolder taste with richer aromas, but this came with a slightly more bitter edge. The M&S coffee, by contrast, offered a smoother, creamier experience without any bitter aftertaste.
While some might find the M&S blend weaker in intensity, this can easily be remedied by adding a few extra granules to your cup. The overall drinking experience proved remarkably enjoyable, particularly for those who prefer their coffee without harsh bitterness.
Other Top Performers
Waitrose's Gold Roast matched M&S's score of 70%, sharing the top spot while offering a different price point at £3.70 for 100g. Testers praised its appearance, aroma, and flavour, with over half finding the strength just right and nearly two-thirds appreciating its bitterness.
Douwe Egberts Pure Gold secured joint second place with a score of 69% at £8 for 190g, receiving high marks for its aroma and flavour characteristics.
Supermarket Coffee Rankings
The Which? test revealed how other supermarket instant coffees performed:
- Co-op Fairtrade Gold Roast – 67% (£3.55 for 200g)
- Morrisons Gold Roast – 65% (£2.65 for 200g)
- Sainsbury’s Gold Roast – 65% (£2.85 for 200g)
- Asda Gold Roast – 64% (£2.65 for 200g)
- Ocado Gold Roast – 64% (£3 for 200g)
- Lidl Bellarom Gold – 61% (£2.65 for 200g)
Expert Commentary
Natalie Hitchins, Which? Head of Home Products and Services, commented on the findings: "Instant coffee remains popular because it's quick, convenient, and requires no special equipment, but our taste test shows that big brands are not a guarantee of a better brew. Shoppers can save money by opting for supermarket gold blends, which can deliver just as much flavour and balance as the big-name alternatives and often for far less money."
The results demonstrate that when it comes to instant coffee, supermarket own-brands can compete effectively with established market leaders, offering quality alternatives that challenge consumer perceptions about value versus taste.
