Poundland's 10p Easter egg has been crowned the winner in a blind taste test, beating own-brand offerings from Tesco, Marks & Spencer, and other major supermarkets. The budget retailer's chocolate egg impressed a panel of 22 taste testers, who rated it highest for its smooth and creamy flavour.
The taste test, conducted by consumer experts, compared luxury own-brand milk chocolate eggs from 10 supermarkets, including Aldi, Lidl, Asda, and Waitrose. All packaging was removed, and eggs were labelled by numbers to ensure impartiality. Testers scored each egg from 1 to 10, with Poundland's entry achieving the top total score.
Testers described Poundland's egg as 'smooth and creamy with a buttery finish', with 60% of judges mistakenly believing they were eating a Galaxy egg. The egg, which costs just 10p, outperformed pricier rivals such as Tesco's Finest range and M&S's Collection.
In second place was Iceland's Luxury Creamy Milk Chocolate Egg with Bronzed Chocolate Malted Decorations, priced at £5. Testers praised its 'lovely velvety taste' but noted a slight sour aftertaste. M&S's Taste the Difference Swiss Milk Chocolate Bunny, at £6, came third, with testers comparing it to a Snickers bar but criticising the large nut pieces.
Sainsbury's giant chocolate bunny, also £6, was described as 'delicious' with notes of orange and a caramel aftertaste, though testers quickly identified it as an own-brand product. Lidl's Deluxe egg, coated in edible copper, was praised for its generous size but did not make the top three.
