Supermarket own-brand spread voted better than Nutella  — and it’s 24% cheaper

The UK’s best hazelnut chocolate spread has been revealed, with one supermarket own-brand scoring better than Nutella in taste and price.

In a blind taste test, consumer watchdog Which? asked 60 people to taste and rate eight supermarket own-label hazelnut chocolate spreads including, Lidl, Tesco, M&S, Waitrose, Aldi, and Morrisons, alongside the beloved Italian brand.

Shockingly, while Nutella scored well, it was outscored by Waitrose’s Essential Hazelnut Chocolate Spread, which scooped the title of Best Buy.

The spread is 24% cheaper than Nutella, at £2.50 for a 400g jar (roughly 63p per 100g), and it also received an overall taste test score of 82%, based on flavour, aroma, appearance and texture.

Nearly three-quarters of the panel said the strength of both the chocolate and the hazelnut flavour was ‘spot on’, and a similar proportion were fans of its consistency. Even more said it was ‘perfectly sweet’.

While Waitrose’s spread was the priciest of the supermarket own-brands, it was the top choice for taste testers, earning it the title of top Best Buy.

Following just one percentage point behind with a taste score of 81% was Nutella, which also scooped a Best Buy award.

More than 75% of testers enjoyed the ‘satisfying chocolatey flavour’ but the thickness of the spread was criticised, with more than 50% finding it ‘too stodgy’.

It’s not a cost-effective option either, priced at £2.90 for a 350g jar (83p per 100g) and you get less spread per jar than all supermarket own-brands.

What about the other supermarkets?

Another supermarket spread giving Nutella a run for its money was Tesco’s Hazelnut Chocolate Spread, which scooped the title of Best Buy and Great Value.

Tesco’s spread was tied with Nutella for taste, with a score of 81%. Most panellists said it looked ‘appetising’ with 75% saying the strength of the chocolate and hazelnut flavours were right up their street.

More preferred it’s consistency too, which was less stodgy than its branded counterpart.

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It’s also the clear ‘value-for-money winner’, priced at just £1.65 for a 400g jar, meaning it’s a measly 41p per 100g. Not to mention it also contains less sugar than the Waitrose or Nutella options.

While Asda didn’t scoop a win, it’s own-brand hazelnut chocolate spread still scored 80% for taste, with testers praising its sweetness and more than 50% saying the consistency was ‘just right’. It’s 35p more expensive than Tesco though, with a 400g jar costing £2.

Lidl was another popular choice, again with a taste score of 80%, although a more than a quarter wanted the hazelnut taste to be stronger.

If you’re a Sainsbury’s shopper, the supermarket’s own-brand disappointed panelists with a lesser score of 75% for taste, with the main complaint being it was ‘lacking in chocolate and hazelnut flavours’.

M&S missed the mark

It seems like we’re so often raving about the marvellous innovations at Marks & Spencers, from Chunked N’ Loaded cookies to the Strawberry Sandwich, but its attempt at hazelnut chocolate spread didn’t impress.

With a taste score of just 72%, and a price tag to match Waitrose, testers said it looked good, but half wanted a richer chocolate flavour and also a nuttier taste.

Morrisons’ own-brand spread faired worse, being dubbed ‘bland’ by testers, while Aldi came last, with an overall score of just 62%. Panellists complained the texture was too thick, and that the spread wasn’t chocolatey enough.

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