In an intriguing blind taste test conducted by the consumer watchdog Which?, a supermarket own-brand hazelnut chocolate spread has been crowned the best in the UK, surpassing the widely-loved Nutella. The test involved 60 participants tasting various chocolate spreads from popular UK supermarkets including Lidl, Tesco, M&S, Waitrose, Aldi, and Morrisons, alongside the iconic Italian spread, Nutella. Participants were asked to evaluate the spreads on multiple criteria, including flavor, aroma, appearance, and texture.

The standout winner of this taste test was Waitrose's Essential Hazelnut Chocolate Spread, which was not only rated highest in taste, achieving an impressive score of 82 percent, but was also a more economical option at £2.50 for a 400g jar, making it 24 percent cheaper than Nutella. This revelation is significant for consumers who may be looking for quality products at a better value without compromising on taste. The accolades from the taste test may prompt more shoppers to try supermarket brands, potentially impacting the market share of established brands like Nutella.

As consumer preferences shift towards value and quality, such taste tests can influence purchasing decisions significantly. This win for Waitrose could encourage other supermarkets to enhance their private-label products and challenge leading brands in various product categories. This development indicates a growing trend of consumers seeking quality alternatives to premium brands, which could reshape the competitive landscape in the chocolate spread market and beyond.