Importance Score: 45 / 100 🔵
Supermarket Tomato Ketchup Triumph: Budget Brand Beats Heinz in Taste Test
In a surprising turn of events for condiment connoisseurs, a supermarket own-brand tomato ketchup has been declared a “best buy,” outperforming the iconic Heinz in a recent taste comparison. This budget-friendly alternative is not only lauded for its superior taste and overall quality but also boasts a significant price advantage, being over 60% cheaper than its branded rival. Consumer experts at Which? conducted the study, highlighting this affordable option as a top choice based on key factors including flavor, appearance, and value for money.
Blind Taste Test Crowns Lidl’s Batts Ketchup Champion
The rigorous blind taste test, orchestrated by the consumer watchdog, involved 76 participants who evaluated a selection of supermarket own-label and branded ketchups. Panelists assessed each ketchup based on flavor (50%), appearance (20%), aroma (15%), and texture (15%) to determine the most palatable offering. The evaluation, conducted in March 2024, engaged a diverse group of British adults who are regular purchasers of tomato ketchup. An average score was calculated for each brand. Among six major supermarkets—Aldi, M&S, Lidl, Sainsbury’s, Morrisons, and Co-op—only one emerged as an “impressive all-rounder.”
Lidl’s Batts: Affordable Excellence
Lidl’s Batts tomato ketchup distinguished itself as the winner in the taste challenge. Priced at a mere £1.05, it presents a considerable saving compared to leading brands like Heinz, which retails at a considerably higher £3.40. Batts ketchup secured an impressive overall score of 75% and has been awarded the coveted “best buy” commendation.
Tasting Panel Praises Lidl’s Flavor Profile
The study revealed that tasters overwhelmingly favored Lidl’s ketchup for its balanced flavor profile. According to the report: “The majority felt it possessed the ideal balance of flavor intensity, tanginess, and sweetness. An impressive 92% found its color visually appealing, and 78% deemed its consistency perfectly balanced. Notably, Lidl’s ketchup contains less sugar and salt than the average.”
Co-op Ketchup Secures Second Place
Conversely, Heinz was noted for having a joint-highest salt content. Securing the second position in the rankings was Co-op Tomato Ketchup with a score of 72%. This particular ketchup emerged as a favorite among the tasting panel. Which? noted, “Over 60% considered it to have the correct thickness and a satisfactory flavor strength, although approximately a third found it excessively tangy for their taste.” At £1.10, Co-op’s ketchup is the most expensive among the supermarket’s own-brand offerings.
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Aldi and Sainsbury’s Follow Closely
Aldi Bramwells Tomato Ketchup secured third place, priced at a budget-friendly 39p for 560g, achieving a score of 71%. The consumer group commented: “A visually appealing ketchup. Most of our testers appreciated its flavor and found its thickness agreeable. However, around a third perceived it as too sweet, slightly too tangy, and thinner than preferred.”
Sainsbury’s ketchup followed with a respectable score of 68%, though opinions on its flavor were divided among testers.
Morrisons and M&S Rank Lower
Morrisons achieved an overall score of 66% but was marked down for lacking flavor intensity and appearing too dark in color. Surprisingly, M&S’ ketchup received the lowest score among the supermarket brands, at 64%. Which? explained: “More than two-thirds of participants found it excessively thick and too dark in color. It contained the highest sugar content of all ketchups tested, and while most testers found the sweetness level acceptable, 29% considered it overly sweet.”
Heinz Still Holds Strong in Branded Category
Despite Lidl’s Batts being recognized as the best “all-rounder” and value buy, consumer preference for Heinz Ketchup remains significant. When evaluated against other branded ketchups, Heinz maintained its leading position. Testers particularly praised the color of this well-known ketchup, and a substantial 82% agreed that its thickness was just right.
“It resonated positively with the majority of our testers regarding flavor strength, while approximately two-thirds found the sweetness and tanginess to be to their liking.”
Hellmann’s and Del Monte Score Well
Hellmann’s ketchup also performed favorably, achieving a score of 75%. Consumers expressed satisfaction with its taste, color, thickness, and sweetness levels. Del Monte Tomato Ketchup followed closely with a score of 74%; the majority praised its color and thickness, although opinions on its flavor were somewhat mixed.
Other Brands Face Criticism
Other tomato ketchup brands including Stokes, Tiptree, and The Foraging Fox were also included in the comparison. However, these brands faced criticism for being excessively dark in color, and tasters rated their flavor and tanginess as less favorable.
Conclusion: Heinz Remains a Top Taste Choice
The review concluded: “Overall, our test indicates that Heinz remains a reliable choice for those seeking a premium taste experience.” However, the findings clearly suggest that supermarket own-brands, particularly Lidl’s Batts, offer compelling alternatives that deliver both quality and significant cost savings.