Aldi and Asda’s own brand cereal beats big brands in blind taste test

Weetabix: Expert discusses supermarket own brand cereals

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For many Britons, breakfast is the most important meal of the day, with many opting for cereal to start their day. Globally, it is said that the cereal industry is worth about £24billion with favourites in the UK like Cheerios, Weetabix as well as Coco Pops. However most supermarkets have their own brand alternative of the popular branded cereal, but how do they compare?

Taste testers at the Good Housekeeping Institute tasted a selection of the most popular cereal categories, to see how the supermarket version compares to the big branded names. 

Categories included were best fruit and fibre, best granola, best cornflakes, best weetbix alternatives, best porridge, best shreddies alternative as well as best wholegrain hoops, best treat cereal and best gluten-free cereal.

The famous Kellogg’s brand was beaten by the own label version of cornflakes sold by Asda.

Asda’s Special Flakes Cereal, which are half the price of the branded version, were voted 78 out of100 by the taste testers.

The supermarket’s version cost just £1.04 for 500g while Kellogg’s cost £3.50 per 750g when not on offer.

The taste testers reported: “Beating the branded version, these low-fat, fortified golden flakes had an appetising crisp texture and toasted honey flavour and proved to be a hit with our panel. And they’ll save you a few quid too.”

Kellogg’s Special K came second, scoring 77 out of 100, while Sainsbury’s version of Special K, was just one point behind the branded version.

Aldi also shocked the panel, with their own branded malted wheat cereal beating Nestlé’s Shreddies to the top spot.

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The supermarkets Harvest Morn Malted Wheaties were scored 75 out of 100 in the taste test.

The cereal proved to be a hit with the Good Housekeeping’s panel who said the cereal had a “rich” and “malty” favour.

They added: “Super crunchy, with a slightly smoky note, this bumper pack will feed the whole family, and is ideal if you’re on a budget.”

The runner-up in the malted wheat cereal was Nestlé Shreddies which scored 72 out of 100.

Following the branded cereal in third place was Lidl’s Malt Wheaties.

However, it wasn’t always the supermarket’s own version which took the top spot.

Kellogg’s won the best cornflake category, scoring a 75 out of 100.

The Good Housekeeping Institute said: “Here at the GHI, we’re always on the lookout for supermarket own-brands that taste better than the original. However, after trying 11 different corn flakes, it was the Kellogg’s classic golden flakes that was a hit with our panel.

“They loved the subtly sweet, nutty flavour and crisp bite. Although naturally low in fat, you could try adding a piece of fruit to increase your fibre intake.”

Aldi won the best fruit and fibre category with its Harvest Morn Fruit and Fibre which scored a high 82 out of100.

The taste testers tasted nine leading brands and Aldi’s took the top spot for its “combination of toasted whole wheat flakes, sweet juicy raisins, coconut shavings, crunchy banana chips and dried, chewy apple.”

In other food news, Aldi has also proved to be the number one destination for Hot Cross Buns this Easter.

Taste testers at the Good Housekeeping Institute scored Aldi’s Luxury Fruit Hot Cross Buns an 88 out of 100.

The discount retailer has an array of Hot Cross Buns on shelves this year with prices starting at just 99p.

The runner-up Hot Cross Buns came from Iceland whose buns cost £1 for a six pack.

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