7 hours Ago By Sam Walker
A SUPERMARKET breakfast spread has been named better than a host of branded counterparts - and is up to 75% cheaper. Morrisons's thick cut Seville Orange marmalade came out on top of a taste test carried out by Which?, with an overall 75% customer rating. 2 Which? has announced the winners of a blind taste test 2 Morrisons's "the Best" orange marmalade came out winner of the taste test Credit: Morrisons A group of tasters scored 11 marmalades based on flavour, aroma, appearance and texture.
Shoppers tried a host of branded and non-branded spreads, saying what they liked and disliked about each one. Morrisons' own-brand came out top, with tasters giving the spread's looks, flavour and texture top scores. Three quarters were fans of its colour, consistency and sweetness, while nearly as many said the orange flavour strength was spot on.
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At the time of the taste test, shoppers could buy a 340g jar for £1.80, or 53p per 100g, making it up to 75% cheaper than Tiptree, Duerr’s and Frank Cooper's marmalades included in the taste test. Most read in Money BARGAIN BUY Shoppers rush to Dunelm as household item scans for £9 instead of £90 CHOC A LOT Shoppers go wild for rare Snickers chocolate last on shelves over a decade ago RETAIL WOES US firm to take over Scots shopping centre after it plunged into administration CLOSE THE CHAPTER Historic Scots book shop to shut after 125 years with 50% off sale Coming second in the test, just below Morrisons, was Duchy's Organic Seville Orange thick cut marmalade with a 73% score.
The spread, available from Waitrose for £2.10 (340g) or 62p per 100g, was another top choice due to its pleasing colour and consistency. How the marmalades scored Morrisons The Best Thick Cut Seville Orange Marmalade – 75% Duchy Organic Seville Orange Thick Cut Marmalade – 73% Sainsbury’s Taste the Difference Bitter Seville Orange Marmalade – 73% La Vieja Fabrica Seville Orange Thick Cut Marmalade – 72% Asda Extra Special Thick Cut Dark Seville Orange Marmalade - 70% Tesco Finest Coarse Cut Dark Seville Orange Marmalade - 70% Co-op Irresistible Seville Orange Medium Cut Marmalade - 69% Tiptree "Tawny" Orange Thick Cut Marmalade - 64% Frank Cooper’s Original Oxford Marmalade Coarse Cut - 63% Duerrs Thick Cut Seville Orange Marmalade - 62% Marks & Spencer Fair Trade Dark Seville Orange Marmalade - 60% Two thirds of the panel were happy with the amount of peel while just under 60% enjoyed the bitter and sweet flavour balance.
The strength of the orange flavour was deemed just right by a similar amount of tasters, though around a quarter wanted a more distinct orange hit. Joint second in the list was Sainsbury's' Taste the Difference Bitter Seville orange marmalade, which was also awarded a 73% score. The jar costed £1.
80 for 340g (53p per 100g) when Which? carried out its taste test. Sainsbury’s marmalade matched Morrisons on price and was also well-liked by the panel. Its colour and consistency were particularly enjoyed, and two thirds rated its orange flavour.
More than half liked its bitterness and amount of peel, however a third found it too bitter and also wanted more peel. Coming in fourth of the taste test was La Vieja Fabrica orange thick cut marmalade. The spread received a 72% rating from tasters, with it costing £2.
50 for 365g or 68p per 100g. Which? said tasters found it to have a pleasing colour with two thirds saying it had a decent sweetness to bitterness ratio. More than 60% were fans of its orange flavour and the overall consistency, while just under 60% said the amount of peel was just right.
But, a little over a third wanted the jelly to be thicker with more peel throughout. Shoppers can pick up the spread from Amazon , Ocado, Tesco and Waitrose. How did the other marmalades do? The top three of the remaining marmalades, from Asda , Tesco and Co-op, all scored well, beating some other big brand names.
Asda's Extra Special thick cut dark Seville orange marmalade scored 70% overall, costing £1.95 for 370g (53p per 100g). Half of the tasters said it was too dark-looking, but otherwise it was well-liked across the group.
Most said the sweetness to bitterness ratio was just right, with nearly 40% wanting it to be thicker and have more peel. Tesco's Finest coarse cut dark Seville orange marmalade also scored 70% overall, with half of testers saying it looked unappetisingly dark. Its orangy flavour, amount of peel and thickness was well liked though albeit with 40% finding it too bitter.
A 340g jar costed £1.80 (53p per 100g) at the time of the taste test. Co-op's Irresistible Seville orange medium cut marmalade bagged a 69% rating from the tasting panel.
They liked its colour and consistency while most enjoyed its sweetness, orange flavour and amount of peel, however a third said it was too bitter. Shoppers can get a 340g jar for £2.85 (84p per 100g).
Tiptree's "Tawny" orange thick cut marmalade got a 64% rating in the taste test, with over 70% of tasters branding it too dark. Some scored its bitterness, sweetness, and orange flavour poorly though. The 340g spread cost £2.
80 or 82p per 100g. Shoppers can buy it from Amazon, Ocado and Waitrose. Frank Cooper's Original Oxford coarse cut marmalade scored a 63% rating overall.
More than 80% of the tasting panel were put off by its dark colour and less than half felt its orange flavour, sweetness, bitterness or amount of peel were right. The 454g jar costed £1.50 (69p per 100g) with it available from Amazon, Asda, Morrisons, Sainsbury’s, Tesco and Waitrose.
Second from bottom was Duerrs's thick cut Seville orange marmalade (£1.50 for 340g or 44p per 100g) with a 62% rating. The marmalade’s sweetness was reasonably enjoyed by Which?'s panel, but three quarters said it was too dark, and two thirds said its consistency was overly thick.
Meanwhile, more than 40% said it was too bitter and didn’t have enough peel. Shoppers can buy it from Amazon, Morrisons, Ocado and Sainsbury’s. Bottom of the pack was M&S' Fairtrade Dark Seville orange marmalade, bagging a 60% rating.
Two thirds of the panel found it to be too bitter, while 47% said it was too thick and 44% said the flavour was too strong. Shoppers can pick up the 340g jar from M&S stores for £2.25, or 66p per 100g.
Natalie Hitchins, Which? head of home products and services, said: "Starting the morning with marmalade on toast is essential for Paddington Bear and many people across the UK. "Our taste tests reflected the competition between big brands and supermarkets to produce the best flavour. "While Morrisons emerged as the top scorer in our taste tests with high ratings for looks, flavour and texture, Waitrose and Sainsbury’s offerings also impressed the panel for their colour and consistency.
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