In a surprising blow to a British pantry staple, the nation's favourite Heinz baked beans have been dethroned in a major taste test. The consumer champion Which? has revealed that two supermarket own-brand options now offer better flavour and significantly better value for money.
The Taste Test Champions
In a blind trial conducted in January 2026, a panel of 60 people sampled 12 popular varieties of baked beans. The clear winners, tying for first place with an overall score of 77%, were Aldi's Bramwells beans and Lidl's Newgate beans. Both were praised for their texture and pleasantly sweet, tomatoey flavour.
The victory is particularly striking given the price difference. A 410g tin of the winning beans costs just 40p at Aldi and 42p at Lidl. In contrast, a 415g tin of Heinz Beanz retails for around £1.40 – more than three times the price. Which? calculated that switching from a leading brand to a top-rated own-label option could save shoppers over £100 a year.
How the Other Brands Stacked Up
Heinz, the long-time market leader, had to settle for second place with a score of 76%. While over half the panel liked its sweetness, more than a third wanted a stronger tomato flavour. Which? awarded it a 'Best Buy' for quality but noted it was the 'most expensive' in the test.
The full ranking from the study placed Branston in third (74%), followed by Asda and Sainsbury's (both 73%). Morrisons, Ocado, and Waitrose shared sixth place (71%), with Tesco following (68%).
Perhaps the biggest disappointments were M&S and Co-op. M&S's beans were criticised as 'dull-looking' and lacking flavour, scoring 64%. Co-op's offering fared worst of all, with two-thirds of testers finding the flavour too weak, earning it a low score of just 57%.
Expert Advice for Savvy Shoppers
Commenting on the findings, Natalie Hitchins, Head of Home Products and Services at Which?, offered clear guidance. "Our taste test shows that you don't have to compromise on flavour by ditching the pricier brands and choosing supermarket own-label beans," she said.
The results challenge the common assumption that a higher price guarantees better quality. For millions of Brits who consume over 2 million tins of baked beans daily, the message is clear: the best beans on the shelf might not be the ones with the most famous name.
