Supermarket own brand cheese, coffee and crisps rated better than Kettle, Nescafé and more
Blind taste tests revealed that supermarket own brands can sometimes outshine trusted branded competitors.
In a research panel conducted by consumer champion Which?, there were 64 participants who compared the taste, smell, appearance and texture of cheddar cheeses. All testers were unaware of which brand they were assessing, ranging from iconic brands such as Pilgrims Choice to supermarket choices.
Coming in at third place was Aldi's Specially Selected West Country Mature Cheddar Cheese, now retailing for £3.39 for 350g. In second place was M&S Cornish Cove Mature Cheddar ($4.50 for 350g), but in first place – with participants rating it the best – was Waitrose's Davidstow Cornish Mature Cheddar. Waitrose's Davidstow Cornish Mature Cheddar, selling for £2 (for 150g), was noted to have the "just the right smoothness and creaminess, as well as perfect saltiness".
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Yet none of the recognisable cheese brands made it to the top of the ratings, with both Cathedral City cheddar cheese and Pilgrims Choice ranking the lowest.
In another blind taste test, 68 coffee drinkers tried 12 instant gold-roast coffees, with some supermarket brands outperforming Kenco or Nescafé.
In fact, the Which? consumer champion survey found that M&S Gold Instant Coffee, priced at £3.75 for 100g, took the top spot for its enjoyable flavour.
Equally, Waitrose Gold Roast (£3.70 for 100g) shared the crowning glory as this instant coffee also earned the "Best Buy" label for its aroma, taste, and Fairtrade logo – beating both Kenco and Nescafé.
Supermarket branded crips have also scored higher than iconic brands, such as Kettle, Pipers, and Tyrrells.
According to the Which? consumer champion survey, Asda and Co-op's salt and vinegar crisps were the favourite among 72 blind taste testers.
To be specific, it was Asda's Extra Special Sea Salt and Chardonnay Wine Vinegar Hand Cooked Crisps that took the top spot, but they have since been discontinued.
Whereas Co-op's Irresistible Hand Cooked Sea Salt and Chardonnay Wine Vinegar Crisps took second place, still retailing for £1.70 for 150g.
Next came Aldi's Specially Selected Sea Salt and Chardonnay Vinegar Hand Cooked Crisps, followed by Morrisons' The Best Hand Cooked Sea Salt and Suffolk Cider Vinegar Crisps.
Which? noted: "The three brands that market themselves as more premium or artisanal-style snacks ended up with the lowest scores overall – with Pipers crisps rated the least popular by our tasters."
