Colin the Caterpillar Cake Dethroned in Supermarket Taste Test
After 35 years as a British party staple and surviving a high-profile legal battle, Colin the Caterpillar has faced a surprising defeat. The iconic Marks & Spencer chocolate caterpillar cake has been labeled the worst performer in a comprehensive taste test conducted by consumer champion Which?.
The Bitter Taste of Defeat
In a head-to-head competition against eight supermarket rivals including Waitrose's Cecil, Co-op's Charlie, and Sainsbury's Wiggles, Colin finished at the bottom with a disappointing score of 64%. The 75-member expert panel delivered particularly harsh criticism, with 44% of testers complaining that Colin's sponge was too dry.
Waitrose's Cecil emerged as the clear winner, achieving an impressive 78% score and earning the coveted best buy designation. The judges praised Cecil for remaining remarkably moist throughout the testing process, a crucial factor in a competition where dryness emerged as the primary complaint.
Nutritional Concerns and Price Points
The taste test revealed more than just flavor preferences. Colin carried the highest levels of sugar (46.3g per 100g) and fat (21.3g per 100g) among all caterpillar cakes tested. At £9.50, he also ranked among the most expensive options, though Waitrose's Cecil matched this price point.
Natalie Hitchins, head of home products and services at Which?, offered a sobering assessment: There are better options out there than the original Colin. She noted that while M&S pioneered the caterpillar cake concept, competitors like Waitrose and even budget chain Iceland have developed worthy alternatives.
The Competition Landscape
The complete rankings revealed a competitive field:
- Cecil (Waitrose): 78%, £9.50, 744g
- Charlie (Co-op): 73%, £9.85, 702g
- Wiggles (Sainsbury's): 73%, £8.50, 613g
- Cuthbert (Aldi): 72%, £6.99, 624g
- Morris (Morrisons): 72%, £9, 630g
- Letty (Asda): 68%, £9, 613g
- Lewis & Green's: 67%, £4.50, 530g
- Slinky (Tesco): 66%, £9, 648g
- Colin (M&S): 64%, £9.50, 625g
M&S Fights Back
Marks & Spencer responded defiantly to the test results, pointing to a recent independent poll of 2,100 adults that named Colin the nation's favorite caterpillar cake. A company spokesperson emphasized their ongoing quality assurance processes: At M&S, blind taste testers regularly taste our products against the market to ensure we remain number one for taste and quality – this includes our Colin cakes.
The retailer highlighted that their caterpillar cake contains the highest chocolate content at 39.5%, featuring milk chocolate made from 31% cocoa solids and 100% Fairtrade cocoa.
A Cultural Icon Under Pressure
Since his debut in August 1990, Colin has achieved celebrity status comparable to music icons, known to fans by just his first name. His popularity has spawned brand extensions including his cake girlfriend Connie and various homeware products. Despite selling over one million units annually, this taste test suggests the original caterpillar cake may need to evolve to maintain its market position.
The test results highlight how supermarket own-brand products have closed the quality gap with established favorites, creating genuine competition in what was once a dominated market segment.
