Supermarket instant coffees have beaten big brands in a Which? taste test
The coffee was noticeably smooth and mild(Image: Liverpool ECHO)
Two supermarket instant coffees have recently ranked even better than well-known brands, according to a Which? survey.
Proving that big names don’t necessarily mean better quality, both Marks & Spencer and Waitrose outperformed Nescafé, Kenco and Douwe Egberts in the overall score. Ratings were based on flavour, appearance, aroma and mouthfeel. The supermarket jars were also cheaper than the own brand, although consumers didn’t factor this into their score because it was a blind taste test.
M&S Gold Instant Coffee and Waitrose Gold Roast achieved joint first place with a 70% customer score. The M&S coffee scored well for flavour, aroma and appearance. Nearly two-thirds were happy with the strength of flavour, while close to three-quarters approved of the bitterness levels.
Waitrose did well across the board, making a favourable first impression for its appearance and aroma, which was confirmed by a decent flavour. Well over half of tasters found the coffee’s strength spot on, and nearly two-thirds enjoyed the bitter tang.
Douwe Egberts and Nescafé’s gold blends were close behind, each scoring 69%. The Aldi Barissimo Gold Roast Freeze Dried Coffee tied with Kenco Gold Indulgence, both scoring 68%.
Co-op’s coffee was also enjoyed by Which? tasters, while Lidl’s was the least favourite.
At £7.25 for 200g the M&S gold blend isn’t the cheapest supermarket option; it is more expensive than the Waitrose option, which costs £3.40 for 100g.
However, since Liverpool has few Waitrose branches to visit, and having previously been impressed even by M&S’s cheapest instant coffee, I decided to test its gold blend.
My first impression was that the coffee was noticeably smooth and mild. Even with two teaspoons in the mug, the taste wasn’t overpowering and had minimal bitterness. I personally don’t like an instant coffee with a tang, and this didn’t have one.
The mild taste might not suit you if you like really strong-tasting coffee, and I find that branded coffee like Nescafé often has a stronger flavour.
However, it can be a lot easier to go wrong with an instant coffee compared to coffee grounds, and a stronger flavour doesn’t always mean a better flavour.
Opting for something smooth definitely feels like a safer way to go, and where I usually add heaps of milk to my Nescafe Gold Blend, this only needed a splash.
Overall, it’s unlikely anyone would turn their nose up at a mugful of this. The price might deter me, considering that I have had luck with cheaper versions like the Exceptional by ASDA Brazilian Instant Coffee 100g (£3.32). However, for those unwilling to take a risk, this is a good choice and surpasses many big brands.
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