A taste test of own-brand custard creams from six major UK supermarkets has crowned Sainsbury's the winner, while Asda and Aldi were rated poorly. The test, conducted by a consumer, evaluated biscuits from Sainsbury's, Tesco, Asda, Aldi, Morrisons and M&S on taste, texture, filling, and dunking ability.
Sainsbury's custard creams, costing 35p for a pack of 16 (2.1p per biscuit), were praised for their golden colour, good crunch, and decent biscuit-to-filling ratio. They remained intact when dunked in tea, leaving no crumbs. Tesco's offering, at 41p for 32 biscuits (1.2p each), had a pleasant vanilla flavour but proved slightly fragile during dunking.
Asda's custard creams, matching Tesco on price and quantity, were described as disappointing due to a dry, cracker-like texture and unevenly distributed filling. Aldi's version, at 31p for 24 biscuits (1.2p each), was criticised for sneaky packaging that made the pack appear larger, as well as a lack of filling and a biscuit-heavy taste reminiscent of Rich Tea.
Morrisons stocked the priciest pack at 50p for 34 biscuits (1.4p each), but offered a nice flavour similar to Tesco's, with minimal breakage. M&S custard creams, though cheapest on paper at 30p, contained only 12 biscuits, making them the dearest per biscuit at 2.5p. They were generously filled, sturdy, and retained crunch after dunking.
The test concluded that Sainsbury's provided the best overall custard cream experience, while Asda and Aldi were the least favoured. The findings highlight significant variation in quality among supermarket own-brand versions of this classic British biscuit.
