The Great Custard Cream Showdown: Which Supermarket Reigns Supreme?
In a nation where tea-dunking is practically a national pastime, the humble custard cream holds a special place in British hearts. This quintessential biscuit, with its distinctive sandwich design and vanilla-flavoured filling, represents comfort in a packet. But with every major supermarket offering its own version, which one truly deserves the crown?
Determined to settle this delicious debate once and for all, I embarked on a comprehensive taste test, purchasing own-brand custard creams from seven leading UK retailers: Tesco, Morrisons, Marks & Spencer, Aldi, Lidl, Waitrose, and Sainsbury's. The mission was simple: evaluate each biscuit on flavour, texture, dunking performance, and value for money.
The Testing Methodology
Each packet was subjected to rigorous examination, considering price per gram, calorie content, sugar levels, visual appeal, and most importantly, taste and texture. The crucial dunk test—immersing each biscuit in hot tea for varying durations—provided critical data on structural integrity. With years of custard cream consumption under my belt, I approached this task with both expertise and enthusiasm.
The Rankings: From Disappointing to Divine
7. Tesco (65p for 400g)
Despite offering the largest quantity, Tesco's custard creams proved disappointing. Priced at 65p, they were the most expensive option tested. The biscuits tasted bland with sparse buttercream filling, and their structural weakness became apparent during dunking—disintegrating after just 8-10 seconds in tea.
6. Morrisons (60p for 400g)
Morrisons' offering fared little better at 60p. While similarly generous in quantity, these biscuits were described as "thoroughly dull" and exceptionally fragile, collapsing within approximately five seconds during the dunk test. Quantity clearly triumphed over quality here.
5. Marks & Spencer (50p for 165g)
The M&S biscuits presented beautifully with a rich golden hue and the retailer's logo embossed on each piece. However, at 71 calories and 5.7g of sugar per biscuit, they proved excessively sweet for many palates. Their dunking performance was equally problematic, becoming immediately soggy upon contact with tea.
4. Aldi (45p for 300g)
Aldi's custard creams offered pleasant flavour at a reasonable price point. The biscuits were sweet without being sickly and performed excellently during dunking, remaining completely intact throughout an entire cup of tea. Their only drawback was a tendency to crumble when eaten dry, potentially creating messy situations.
3. Lidl (45p for 300g)
Lidl's version matched Aldi's price and quantity exactly, with similar nutritional profiles. While perfectly enjoyable and competent in all tests, these biscuits failed to distinguish themselves sufficiently to challenge the top two contenders, earning them a respectable third place.
The Top Contenders
2. Waitrose (45p for 150g)
Waitrose matched the discount retailers' price point but offered significantly less quantity. What these biscuits lacked in volume they made up for in quality, featuring a generous buttercream filling that created a wonderfully indulgent experience. Their structural integrity during dunking was impeccable, remaining perfectly firm throughout tea immersion.
1. Sainsbury's (40p for 200g)
In a surprising victory, Sainsbury's emerged as the clear champion across all criteria. At just 40p for 200g, they represented the best value proposition while delivering exceptional quality. The biscuits offered a satisfying crunch, delicious buttery flavour without excessive sweetness, and perfect structural integrity during dunking. Their ideal biscuit-to-filling ratio and ability to maintain texture even after softening in tea set them apart from all competitors.
The Verdict
To validate these findings, all tested biscuits were presented to family members during the Easter holiday weekend. The Sainsbury's packet disappeared first, followed closely by Waitrose's offering, confirming my assessment that these retailers stock Britain's finest custard creams.
While Waitrose excels for those seeking an indulgent, generously-filled biscuit, Sainsbury's achieves the perfect balance of flavour, texture, and value. Their custard creams represent what every biscuit should be: satisfyingly crunchy, perfectly sweetened, structurally sound for dunking, and reasonably priced. For the ultimate custard cream experience that won't break the bank, Sainsbury's deserves your next shopping trip.
