Private Labels Outshine Big Brands in Easter Egg Taste Test
As high street shoppers prepare for another Easter marked by cost-of-living pressures, a recent taste test reveals that supermarket own-brand Easter eggs may offer better value—and taste—than some of the UK’s best-known chocolate brands.
A comparative review of six Easter eggs—spanning household names such as Cadbury, Nestlé, Mars, and Lindt, along with private label offerings from Aldi and Sainsbury’s—found that supermarket versions not only matched but in some cases outperformed branded counterparts in flavour, texture, and overall satisfaction.
Among the highlights was Aldi’s Dairyfine milk chocolate egg, priced at £1.25. The egg was praised for its smooth melt and creamy flavour, rivalling—and even surpassing—more premium brands despite its budget price point. Similarly, Sainsbury’s Milk Chocolate Egg, also priced at £1.25, impressed with a silky texture and rich taste, earning commendation for delivering indulgence on a budget.
By contrast, traditional favourites came under scrutiny. The Cadbury Dairy Milk Large Easter Egg (£3) was noted for its iconic chocolaty profile but fell short in mouthfeel, with testers describing it as “average” compared to supermarket challengers. Lindt’s Classic Gold Bunny, though stylish with its signature foil and red ribbon, also underwhelmed for its £3.50 price tag.
Nestlé’s Smarties Egg and Mars’ Galaxy Enchanted Edition (£3 each) also sparked debate. While both delivered familiar flavour notes tied to their brands, their thicker shells and perceived artificial overtones detracted from the overall experience, especially when compared to the cleaner profiles of their supermarket rivals.
For FMCG professionals, these findings reinforce a growing shift in consumer behaviour, where brand loyalty is increasingly giving way to value-driven choices. With inflation retraining shopper priorities, the performance of private labels—especially during seasonal events like Easter—underscores their growing threat to brand-name dominance on the festive FMCG calendar.
The results signal opportunities for supermarkets to elevate private label innovation, particularly in high-margin seasonal categories. Meanwhile, legacy brands may need to re-evaluate their formulations and pricing strategies if they are to retain their edge in an increasingly quality-conscious market.