In a surprising turn for chocolate spread enthusiasts, a supermarket own-brand has dethroned the iconic Nutella as the UK's top hazelnut chocolate spread. Consumer watchdog Which? conducted a blind taste test, revealing that Waitrose's Essential Hazelnut Chocolate Spread emerged victorious, beating Nutella on both taste and value.
The Taste Test Results
Sixty participants sampled a range of hazelnut chocolate spreads from major supermarkets, including Lidl, Tesco, M&S, Waitrose, Aldi, and Morrisons, alongside the well-known Nutella. The results were clear: Waitrose's spread claimed the coveted Best Buy title with an overall taste score of 82 percent.
Why Waitrose Won
Panellists praised the Waitrose spread for its balanced flavour, appealing aroma, smooth texture, and perfect sweetness. Nearly three-quarters of testers noted that both the chocolate and hazelnut flavours were "spot on," making it a standout choice. Priced at £2.50 for a 400g jar, it costs approximately 63p per 100g, which is 24 percent cheaper than Nutella.
Nutella's Performance
Nutella followed closely behind with a taste score of 81 percent, also earning a Best Buy award. Over 75 percent of participants appreciated its rich chocolatey flavour, but more than half found it "too stodgy." At £2.90 for a 350g jar, it is more expensive per 100g compared to supermarket brands.
Other Supermarket Contenders
Tesco's Hazelnut Chocolate Spread tied with Nutella for taste, scoring 81 percent, and received both Best Buy and Great Value recognition. Testers liked its consistency, which was less stodgy than Nutella, and its flavour profile. It is also the most affordable option at just £1.65 for 400g, with lower sugar content than Waitrose or Nutella.
Asda's spread scored 80 percent, praised for its sweetness and consistency, while Lidl's Choco Nussa matched that score, though some testers desired a stronger hazelnut taste.
Lower-Ranked Spreads
Other supermarket offerings did not fare as well. Sainsbury's spread scored 75 percent, criticised for lacking in chocolate and hazelnut flavour. M&S's Smooth Hazelnut Chocolate Spread achieved only 72 percent, with testers noting it looked appealing but lacked richer chocolate and nuttier notes.
Morrisons scored 71 percent, described as bland, and Aldi's Nutoka spread came last at 62 percent, with complaints about its overly thick texture and insufficient chocolatey taste.
Full Ranking by Which?
- Best Buy: Waitrose Essential Hazelnut Chocolate Spread — 82%
- Best Buy: Nutella Hazelnut & Chocolate Spread — 81%
- Best Buy & Great Value: 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%
This taste test highlights that supermarket own-brands can compete with, and even surpass, leading brands like Nutella in both quality and affordability, offering consumers better value without compromising on taste.
