Supermarket Spread Triumphs Over Nutella in Blind Taste Test
In a surprising turn of events for chocolate spread enthusiasts across the UK, a supermarket own-label product has outperformed the iconic Nutella brand in comprehensive taste testing. Consumer champion Which? conducted rigorous blind trials with 60 participants, evaluating eight supermarket spreads alongside the beloved Italian favourite.
Waitrose Takes the Crown for Taste
The clear winner emerged as Waitrose's Essential Hazelnut Chocolate Spread, which achieved an impressive overall score of 82% based on flavour, aroma, appearance and texture. Remarkably, this premium supermarket option secured its victory while being 24% cheaper than Nutella, priced at just £2.50 for a generous 400g jar.
Testers praised the Waitrose spread's balanced flavour profile, with nearly three-quarters of the panel declaring both the chocolate and hazelnut elements were perfectly calibrated. A similar proportion appreciated its consistency, while even more participants described the sweetness level as ideal.
Nutella Faces Stiff Competition
Nutella, while still earning a respectable Best Buy award with an 81% taste score, found itself narrowly beaten by its supermarket rival. More than 75% of testers enjoyed what they described as a satisfying chocolatey flavour, but over half criticised the spread's thickness, finding it too stodgy for their preference.
The branded option also proved less economical, costing £2.90 for a smaller 350g jar and working out at 83p per 100g compared to Waitrose's 63p per 100g.
Tesco Emerges as Value Champion
Another standout performer was Tesco's Hazelnut Chocolate Spread, which matched Nutella's taste score of 81% while earning both Best Buy and Great Value accolades. Three-quarters of panellists praised its appetising appearance and well-balanced flavours, with many preferring its lighter consistency compared to the branded alternative.
Most impressively, Tesco's spread represents exceptional value at just £1.65 for 400g, working out at a mere 41p per 100g. Additionally, it contains less sugar than both the Waitrose and Nutella options, making it a healthier choice for conscious consumers.
Supermarket Spreads Show Strong Performance
The testing revealed several other strong contenders among supermarket own-brands:
- Asda's spread achieved an 80% taste score, with testers praising its sweetness and over half declaring the consistency just right
- Lidl's Choco Nussa also scored 80%, though some testers wanted a stronger hazelnut presence
- Sainsbury's option disappointed with a 75% score, criticised for lacking sufficient chocolate and hazelnut flavours
Disappointing Performances
Not all supermarket attempts met with approval. Marks & Spencer's offering scored just 72%, with half the testers wanting richer chocolate and nuttier flavours despite its premium price matching Waitrose. Morrisons' spread fared even worse at 71%, described as bland by participants, while Aldi's Nutoka came last with a disappointing 62% score, criticised for being too thick and insufficiently chocolatey.
Consumer Choice Transformed
This comprehensive testing demonstrates how supermarket own-brands have evolved to compete directly with established market leaders. The results suggest that British shoppers no longer need to choose between quality and value when selecting their chocolate spread, with multiple options now offering superior taste at significantly lower prices.
The Which? study provides valuable guidance for cost-conscious consumers during the ongoing cost of living crisis, revealing that premium taste experiences need not come with premium price tags when shopping wisely at UK supermarkets.
