Moneywise Easter egg taste test 2017

17 March 2017

The winning egg this year – taking into account both looks and taste – belongs to Aldi, with its rather posh-looking Moser Roth Milk & White Chocolate egg. In last place hops ASDA’s White Chocolate Bunny Lollipop.

This year, we went with a mix of white, dark and milk chocolate treats. We focused on two categories: supermarkets’ own-brand Easter eggs (or Easter-themed treats) costing £2 and under for the budget conscious, and Easter eggs costing between £2.01 and £8 for those who want to spend a little more. All products tested are available for purchase in store and online.

How were the eggs scored?

Each egg was presented in all its glory in the Moneywise boardroom in front of an eager audience of 16 testers and scored out of 10 for looks (with 10 the top score). After this, everybody was sent away and one of our more muscle-bound members of staff was called in and ordered to smash each one into 16 pieces – one for each tester.

With jugs of fresh water laid out to serve as a palate cleanser, the original testers were called in again and the tasting began. Once again, marks out of 10 were given and after everybody had sampled all 16 treats, each chocolate had its scores for taste totted up. These were then added together and divided by two in order to give an overall score out of 10.

Best and worst for looks

In the more expensive £2.01 to £8 category, Aldi’s Moser Roth Sharing egg was the clear winner on looks with an egg that in the words of our testers is: “classy, (twice)” “very classy,” “quite classy,” and in one rather excitable case, “[I] LOVE THIS EGG!!” Spot the theme.

Last place in this category went to Sparkles, the Milk Chocolate Unicorn, from Morrisons. It was close-run, as it still had some positive views including, “really cute,” and – a favourite quote of the team – “a sweet-looking cow,” but others thought that it looked “cheap,” and that it was “a weird creature”.

At the lower price range, the winner was Sainsbury’s with its Milk Chocolate Egg with jelly beans. Positive comments included “pretty and shiny,” and “looks as though it would taste good,” but some reviewers were concerned that they couldn’t see how big the egg was because of the busy packaging.

In last place for the cheaper eggs was the ASDA White Chocolate Bunny Lollipop. It did have its supporters, with one person saying that it was “cute,” and another saying that they’d “add it to the basket near the till,” but it had more detractors. One person said that it “looks unattractive”.

Best and worst for taste

For eggs costing between £2.01 and £8, the winner for taste was, again, Aldi with its fancy half-milk chocolate and half-white chocolate egg. The adjectives used included “yummy”, “clean”, “creamy and delicious” and “REALLY GOOD!”. Nobody had a bad word to say about it.

Coming in last for taste was poor Sparkles from Morrisons, again. “Too heavy”, “quite bland” and “tastes a bit of paper,” was the verdict, but there was some support – one tester opined that it had a “coconut undertone”, which was “actually quite OK”.

In the cheaper category, the winner for taste was Sainsbury’s Milk Chocolate Egg with Mini Jelly Beans. “Smooth taste”, “rich flavour”, “milky” and “classy taste” were all used to describe this egg, which won on looks too.

Coming in last again was ASDA’s White Chocolate Bunny Lollipop. “Too sweet”, “smooth but sugary” and “waxy” were included in the feedback.

So there you have it. If you want to see how they all stacked up in detail, take a look at the two tables, below.

Best and worst eggs overall

The tables below show the overall ranking for the Easter eggs in the two categories, with 1 being the top-ranked egg in each category.

We also show the scores out of 10 for taste and looks, plus the combined score which gives equal weighting to looks and taste.

Bizarre comments

A quick last prize has to be given out to a few of of the tasters. When it comes to feedback, some of the forms given back to Moneywise betray what can only be described as sugar rushes and the resulting crashes. “Yum and variable”, “felt funny afterwards” and “looks 30 years old” all deserve recognition.

Plus,“have awarded higher marks” is delightfully ambiguous. “Tastes like bubble bath” raises certain questions and “I lost my sense of taste after no. 6,” stood out. Another favourite was: “good-shaped egg”.

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