In a recent taste test, Morrisons’ own-brand milk chocolate matched the iconic Cadbury Dairy Milk in flavour while being cheaper. Both scored 74 out of 100, but Morrisons’ bar, priced at £2.30 for 200g, offers better value compared to Cadbury’s varying prices, which can reach £3 for 180g. This could shift consumer habits as shoppers seek more affordable yet satisfying alternatives.
The taste test revealed that many consumers found it hard to distinguish between the two chocolates, highlighting a growing trend towards supermarket brands that deliver quality at lower prices. With rising living costs, shoppers may increasingly opt for these alternatives, impacting Cadbury’s market share.
Lidl and Aldi also performed well, with Lidl’s Fin Carré and Aldi’s Dairyfine bars scoring 68 and 61, respectively. This suggests that budget retailers are not only competing on price but also on taste, which could lead to a more significant shift in consumer preferences.
As consumers become more price-conscious, the success of these own-brand chocolates may encourage supermarkets to invest further in their product lines, potentially leading to an overall improvement in quality across the board. This trend could reshape the chocolate market in the UK, making it more competitive and diverse.
Source: Metro
