For countless individuals across the United Kingdom, the morning ritual is incomplete without that first invigorating cup of coffee. However, a groundbreaking taste test has delivered a surprising verdict that could reshape shopping habits. Major branded giants like Nescafé, Kenco, and Douwe Egberts have been decisively outperformed by supermarket own-label instant coffee offerings, with Marks & Spencer and Waitrose emerging as the clear champions.
The Champions of the Cup
The comprehensive study, orchestrated by the renowned consumer advocacy group Which?, enlisted a panel of 68 regular coffee drinkers from across the nation. In a rigorous blind tasting where more than 800 cups were brewed and evaluated, two supermarket products shared the top honor.
M&S Gold Instant Coffee
M&S Gold Instant Coffee achieved an impressive overall score of 70%. Priced at £3.75 for a 100g jar and £7.25 for 200g, it was praised for its well-rounded flavor, appealing aroma, and satisfactory appearance. Notably, nearly two-thirds of testers approved of its strength of flavor, while close to three-quarters found its bitterness levels perfectly balanced. Which? also highlighted its ethical credentials, as it proudly displays the Fairtrade logo.
Waitrose Gold Roast
Equally triumphant with a 70% score was Waitrose Gold Roast, retailing at £3.70 for 100g and £6.50 for 200g. The coffee excelled in appearance and aroma, with tasters describing it as having a decent flavour, strength that was spot on, and an enjoyable bitter tang. The final assessment concluded, This Waitrose coffee isn't cheap, but it's a crowd-pleaser.
The Branded Contenders
The established household names followed closely behind. Both Douwe Egberts Pure Gold and Nescafé Gold Blend secured scores of 69%. The Nescafé offering proved divisive among tasters regarding its bitterness, while Douwe Egberts was marked down primarily for its premium price point of £8 for 190g. Otherwise, these brands performed commendably across other criteria.
Value and Other Rankings
For budget-conscious consumers, Aldi's Alcafé Gold Roast earned the Great Value recommendation. Costing just £2.65 for 200g and scoring 68%, it was appreciated for its flavor and bitterness, though some testers desired a stronger profile.
The full ranking of tested instant coffees is as follows:
- M&S Gold Instant Coffee: 70%
- Waitrose Gold Roast: 70%
- Douwe Egberts Pure Gold: 69%
- Nescafé Gold Blend: 69%
- Aldi Alcafé Gold Roast: 68%
- Kenco Indulgence: 68%
- Co-op Fairtrade Gold Roast: 67%
- Morrisons Gold Roast: 65%
- Sainsbury's Gold Roast: 65%
- Asda Gold Roast: 64%
- Ocado Gold Roast: 64%
- Lidl Bellarom Gold: 61%
It is noteworthy that Tesco's own-brand instant coffee was absent from the final rankings.
Methodology of the Test
The test was designed for maximum objectivity. Each of the 68 tasters evaluated the coffees in individual booths to prevent discussion and influence. All products were served blind, eliminating any brand bias. The overall score for each coffee was calculated based on a weighted criteria: 50% for flavor, 30% for appearance, 10% for aroma, and 10% for mouthfeel. Participants provided detailed feedback on what they liked and disliked about each sample.
This revelation follows a similar trend where supermarket own-brand products have triumphed over established names. In a previous Which? test, own-brand baked beans from Aldi and Lidl defeated the iconic Heinz, offering superior taste at a fraction of the price.
