Supermarket own-brand spreads are giving Nutella a run for its money, according to a new blind taste test by consumer watchdog Which?. In a surprising turn, Waitrose's Essential Hazelnut Chocolate Spread outscored the beloved Italian brand, earning the title of Best Buy with an overall taste score of 82%. The spread is also 24% cheaper than Nutella, priced at £2.50 for a 400g jar (roughly 63p per 100g).
Taste Test Results
Which? asked 60 people to taste and rate eight supermarket own-label hazelnut chocolate spreads alongside Nutella. The panel evaluated flavour, aroma, appearance, and texture. Nearly three-quarters of testers said the strength of both chocolate and hazelnut flavour was 'spot on', and a similar proportion praised its consistency. Even more found it 'perfectly sweet'.
Top Performers
Nutella followed closely with a taste score of 81%, also earning a Best Buy award. Over 75% of testers enjoyed its 'satisfying chocolatey flavour', but more than 50% criticised its thickness as 'too stodgy'. Priced at £2.90 for a 350g jar (83p per 100g), Nutella is less cost-effective than all supermarket own-brands.
Tesco's Hazelnut Chocolate Spread tied with Nutella at 81% and was named both Best Buy and Great Value. Most panellists found it 'appetising', with 75% approving the flavour balance. Tesco's spread is priced at just £1.65 for a 400g jar (41p per 100g) and contains less sugar than Waitrose or Nutella options.
Other Supermarkets
Asda's own-brand spread scored 80%, with testers praising its sweetness and consistency. It costs £2 for a 400g jar. Lidl's Choco Nussa also scored 80%, though over a quarter wanted a stronger hazelnut taste. Sainsbury's disappointed with 75%, cited as 'lacking in chocolate and hazelnut flavours'.
Marks & Spencer's smooth hazelnut chocolate spread scored just 72%, with half of testers wanting richer chocolate and nuttier flavours. Morrisons' spread was dubbed 'bland', while Aldi's Nutoka came last with 62%, criticised for being too thick and not chocolatey enough.
Full Ranking
- Waitrose Essential Hazelnut Chocolate Spread: 82%
- Nutella Hazelnut & Chocolate Spread: 81%
- Tesco Hazelnut Chocolate Spread: 81%
- Asda Hazelnut Chocolate Spread: 80%
- Lidl Choco Nussa Hazelnut Chocolate Spread: 80%
- Sainsbury's Hazelnut Chocolate Spread: 75%
- Bonne Maman Hazelnut Chocolate Spread: 72%
- Jim Jams Hazelnut Chocolate Spread: 72%
- Marks & Spencer Smooth Hazelnut Chocolate Spread: 72%
- Morrisons Hazelnut & Chocolate Spread: 71%
- Aldi Nutoka Hazelnut Chocolate Spread: 62%
The Which? test highlights that supermarket own-brands can offer both superior taste and better value. For chocolate spread lovers, it may be time to switch from Nutella to a more affordable and equally delicious alternative.
