M&S and Waitrose own-brand instant coffees top taste test, matching premium brands in flavor and value.

A UK consumer group, Which?, has named M&S and Waitrose own-brand instant gold-roast coffees as the top performers in a taste test, tying for first place with 70% scores. The evaluation included 68 tasters assessing 12 instant coffees, such as Nescafé, Douwe Egberts, and Kenco. M&S Gold Instant Coffee earned Best Buy status for its flavor, aroma, and appearance, while Waitrose Gold Roast was praised for balance and value. Douwe Egberts Pure Gold and Nescafé Gold tied for second with 69%, and Aldi’s Alcafe Gold Roast earned a Great Value award at £2.65 for 200g. Other supermarket brands scored between 61% and 67%. The results indicate that supermarket own brands can match or exceed premium international brands in taste and affordability.