Asda’s ‘Better Than M&S’ Taste Test: The Surprising Results

I Tried Asda’s ‘Better Than M&S’ Food and Here’s What Happened

I recently took on the challenge of trying out Asda’s ‘better than M&S’ food items, and let me tell you, the results were quite surprising. Asda’s latest campaign involves a taste-match challenge where their products are blind-tested against Marks & Spencer’s range. Armed with a shopping bag, I purchased 10 food items that Asda claims are ‘better than M&S’ in their consumer blind taste tests. I was all set for my own blind taste test, ready to let my taste buds do the talking.

Asda kicked off its food and drink taste comparison initiative in July 2023, pitting its products against luxury retailers like Harrods, Selfridges, Fortnum & Mason, and Harvey Nichols. Now, it’s a full-out war on M&S across hundreds of products.

According to Asda, in thousands of blind taste tests, hundreds of their products proved to be as tasty, or even tastier than M&S. The consumer comparison research was conducted by an independent agency, Cambridge Market Research Ltd, to Market Research Society Partner Company Standards.

The marketing activities to support the campaign include television adverts involving Sky’s hit show Never Mind The Buzzcocks, combined with in-store signage that directly takes aim at M&S’s well-crafted foodhall campaigns over the years.

M&S CEO Stuart Machin responded to Asda’s campaign, emphasizing M&S’s commitment to quality, welfare, and innovation. The grocery gloves are off, and the battle is on.

Now, let’s get to the fun part – the taste test. Here’s what I found:

1. Wensleydale cheese with cranberries
Both retailers’ cheese were delicious, but the Asda cheese was creamier, smoother, and had a slightly stronger cranberry taste. Asda takes the cheese crown!

2. Sweet popcorn
M&S popcorn was light, soft, and very moreish, while Asda’s was less sweet and tasty but left bits in my mouth that were potential cinema noise creators. M&S wins this round.

3. Wiltshire ham
M&S ham was delicious – very tasty with thin slices that fell apart in my mouth and tasted far less fatty. No contest on this one.

4. Baked beans
M&S baked beans had tasty sauce and lots of it, satisfying this baked bean Goldilocks. Asda’s beans tasted bland and had multiple bean skins peel off. M&S wins again.

5. Flapjacks
Asda’s flapjacks were soft and had a creamy taste, while M&S version was sweeter and chewier. Asda wins this round.

6. Croissant
M&S croissant tasted more authentic, while Asda’s croissant was soft, moist, and really tasty. Asda takes this one.

7. Tiger bread
M&S tiger bread immediately roared its superiority with a nice crust that added flavour. M&S wins this round.

8. Melton Mowbray pork pie
Asda’s pie had tasty pork and firm, crunchy pastry, while M&S’ pie was not as seasoned and had softer pastry. Asda wins this round.

9. Lemon drizzle cake
The taste test for this item ended in a draw, with M&S winning for icing and Asda for sponge. Maybe you can do the direct comparison and tell us your favourite.

10. Cream of chicken soup
M&S soup offered a stronger chicken taste and more chunks of chicken, winning the soup war.

The overall winner was M&S, just about winning the vote based on the chicken soup. However, the biggest surprise was the cost of each shopping basket. I was expecting M&S to be noticeably more expensive than Asda, but it wasn’t. In fact, there was very little difference.

Asda’s taste match campaign has taught me not to let packaging, advertising, or preconceived ideas about a retailer and prices influence what I buy. Taste is what matters most, and it’s all about personal preference.