Supermarket Hot Cross Buns Challenge M&S Dominance with Budget-Friendly Quality
Marks & Spencer has long been celebrated as the premier destination for delicious hot cross buns, with over five decades of experience in crafting these seasonal treats. The retailer's Luxury Fruited Hot Cross Buns are a fan favorite, priced at £2.50 for a pack of four, equating to approximately 63p per bun. However, a recent blind taste test conducted by consumer advocacy group Which has uncovered a surprising contender that matches this premium option in quality while offering substantial savings.
Asda's Exceptional Buns Tie with M&S in Blind Taste Test
Which organized a comprehensive blind taste test involving 75 hot cross bun enthusiasts who evaluated products from 10 major UK supermarkets. The participants assessed the buns based on multiple criteria, including flavor, aroma, appearance, and texture. Asda's Exceptional Extra Fruity Hot Cross Buns emerged as joint winners alongside M&S, both achieving an impressive overall score of 77%.
The panel praised Asda's buns for having the most appetizing appearance among all tested varieties, describing them as deliciously sweet with a perfect balance of fruit, texture, and flavor. Notably, Asda's hot cross buns are priced at just £1.40 for a pack of four, making them 35p each—more than £1 cheaper than the M&S equivalent. This significant price difference led Which to designate Asda's product as a Best Buy and highlight its great value for consumers.
M&S Expands Hot Cross Bun Range with Innovative Flavors
While M&S faces stiff competition in the traditional hot cross bun category, the retailer continues to innovate with a wide array of flavored options. This year, M&S has introduced new varieties such as Red Velvet-filled buns, Tiramisu Buns, and gluten-free alternatives. The Red Velvet buns feature a vibrant red dough enriched with cocoa powder, Belgian dark chocolate chips, and a smooth white chocolate filling, priced at £3 for four.
Additionally, M&S has added Apple & Brown Sugar buns to its Made Without Wheat range, costing £2.80 for four, and brought back popular items like the Extremely Lemony Curd Filled Hot Cross Buns, which were hailed as a game-changer by shoppers in 2025. Other returning favorites include Heat to Eat Cinn-A-Yum Buns, along with classic options like Luxury Fruited Hot Cross Buns and Extremely Cheesy Buns.
Other Supermarket Brands Ranked in Taste Test
Following M&S and Asda, Sainsbury's Taste the Difference Fruity Hot Cross Buns scored 75%, praised for their soft texture and balanced sweetness but critiqued for needing more spice. Tesco Finest Extra Fruity Hot Cross Buns achieved a score of 73%, noted for their softness and good fruit content but lacking in spice and sweetness.
Iceland's Luxury Extra Fruity Hot Cross Buns, Lidl's Deluxe Hot Cross Buns, and Morrisons' The Best Extra Fruit Hot Cross Buns all tied with a score of 71%. At the lower end of the rankings, Aldi's Specially Selected Luxury Fruited Hot Cross Buns and Co-op's Irresistible Richly Fruited Luxury Hot Cross Buns scored 70%, while Waitrose's Richly Fruited Hot Cross Buns received the lowest score of 68% due to weak spices, dryness, and insufficient sweetness and fruit content.
Expert Insights on Value and Quality
Natalie Hitchins, head of home products and services at Which, emphasized the findings, stating that consumers do not need to shop at luxury grocers to enjoy premium Easter treats. She highlighted Asda's achievement in matching M&S for flavor and texture at a significantly lower price, proving that shoppers can indulge in high-quality seasonal items without the premium cost.
This taste test underscores a broader trend in the supermarket industry, where own-brand products increasingly rival established premium options, offering consumers both quality and affordability. As the Easter season approaches, these results provide valuable guidance for budget-conscious shoppers seeking delicious hot cross buns without compromising on taste.
