In a recent taste test conducted by the prominent consumer advocate in the UK, Which?, the search for the best instant gold blend coffee revealed surprising results. Contrary to expectations, big-name brands like Nescafé, Douwe Egberts, and Kenco did not come out on top. The rigorous taste test involved 68 coffee enthusiasts trying out 12 varieties of instant gold-roast-style coffees, featuring both well-known brands like Nescafé and supermarket own-labels such as Asda, Lidl, Waitrose, and Sainsbury’s.
The standout performers in the taste test were the own-brand instant coffees from M&S and Waitrose. Both M&S’s Gold Instant Coffee and Waitrose’s Gold Roast secured joint first place with a score of 70%. M&S’s coffee, priced at £7.25 for 200g, earned a Best Buy status despite not being the most affordable option among supermarket own-brands. Testers praised the coffee for its delightful flavor, inviting aroma, and appealing appearance.
Waitrose’s Gold Roast, priced at £3.70 for 100g, also claimed joint first place with a score of 70%. This Best Buy instant coffee impressed testers with its enticing aroma, rich flavor, and pleasing appearance. While not the cheapest choice, Waitrose’s offering remains budget-friendly compared to certain popular brands.
Among the runners-up, Douwe Egberts Pure Gold and Nescafé Gold blend tied for second place, each scoring 69%. Douwe Egberts Pure Gold, priced at £8 for 190g, stood out for its superb aroma and flavor. Nescafé Gold blend, priced at £8.35 for 190g, received praise for its overall quality. Aldi’s Alcafe Gold Roast took third place with a score of 68% and a budget-friendly price of £2.65 for 200g, earning a Which? Great Value award.
Natalie Hitchins, the head of home products and services at Which?, highlighted the fact that opting for supermarket gold blends can offer equivalent flavor and quality to big-name brands at a more affordable price point. Instant coffee’s enduring popularity stems from its convenience and accessibility, making supermarket options an attractive and cost-effective choice for consumers seeking a satisfying coffee experience.