The taste test saw 68 coffee enthusiasts test 12 different instant gold-roast-style coffees(Image: Stockah via Getty Images)
The UK’s consumer champion, Which?, has conducted a taste test to determine the best instant gold blend coffee, and it’s not from big-name brands like Nescafé, Douwe Egberts, or Kenco. The taste-off involved 68 coffee lovers sampling 12 different instant gold-roast-style coffees, including offerings from Nescafé and other well-known brands, as well as nine supermarket own-brands such as Asda, Lidl, Waitrose and Sainsbury’s.
The testers were most taken with two supermarket own-brand instant coffees: M&S and Waitrose.
Both M&S and Waitrose’s own-brand instant coffees received the same score, securing them joint first place, while Nescafé and Douwe Egberts shared second place. Aldi also earned a nod for Great Value, as its coffee was enjoyed by all testers and came in cheaper than other highly ranked instant coffees.
M&S’s Gold Instant Coffee tied for first place, scoring 70% and priced at £7.25 for 200g, which bagged it a Best Buy status. While it’s not the cheapest supermarket own-brand coffee, it still undercuts Nescafé, Douwe Egberts and Kenco, reports the Express.
Testers praised the coffee for its flavour, aroma and appearance. Nearly two-thirds of the testers were satisfied with the flavour, while almost 75% approved of the coffee’s bitterness levels.
A new taste test from the UK’s consumer champion, Which?, has crowned the best instant gold blend coffee(Image: Ratchapoom Anupongpan via Getty Images)
Despite being on the pricier side, M&S’s coffee was one of only two tested coffees bearing the Fairtrade logo.
Waitrose’s Gold Roast clinched joint first place with a score of 70%, priced at £3.70 for 100g. This Best Buy instant coffee was praised for its appearance, aroma, and flavour.
Over half of the testers deemed the coffee’s strength just right, and nearly two-thirds relished its bitterness. While not the cheapest option, Waitrose’s offering is still more wallet-friendly than some well-known brands.
Douwe Egberts Pure Gold secured joint second place, scoring 69% and costing £8 for 190g. The coffee’s aroma and flavour were highly rated, and just under half felt the coffee’s strength hit the mark.
Nearly two-thirds also commended the blend’s bitterness.
Nescafé Gold blend came in joint second place(Image: bahadir-yeniceri via Getty Images)
While it’s not a budget buy, if you’re a regular purchaser of this brand, it’s worth hunting for deals.
Nescafé Gold blend also landed in joint second place, scoring 69% but with a hefty price tag of £8.35 for 190g. The popular coffee brand was well-received by the testers, who appreciated its look, aroma and flavour.
Just over half of the testers savoured the level of bitterness, although opinions varied on whether it should have been more or less bitter. Almost half were satisfied with the flavour, but a third desired a stronger taste.
Again, Nescafé isn’t a bargain, but if it’s your preferred coffee brand, keep an eye out for offers.
Aldi’s Alcafe Gold Roast came in third place, scoring 68% and costing a reasonable £2.65 for 200g. The coffee earned a Which? Great Value award as it is significantly cheaper than the other high-scoring coffees.
Overall, this instant coffee’s aroma, flavour and appearance were well-received by the testers, with nearly two-thirds approving of the bitterness levels. However, the testers desired a slightly more robust coffee flavour.
Kenco came in third place(Image: JohnGollop via Getty Images)
Kenco Gold Indulgence tied for third place, scoring 68% and priced at £8.35 for 195g. The brand’s coffee was commended for its appearance, aroma and flavour, with about half finding the coffee flavour spot on.
Nevertheless, a third of the testers craved a stronger flavour. More than half of the tasters approved of the bitterness levels as well.
If this is your go-to coffee, it’s worth hunting for deals, as it leans towards the pricier side.
Natalie Hitchins, Which? head of home products and services, said: “Instant coffee remains popular because it’s quick, convenient, and requires no special equipment, but our taste test shows that big brands are not a guarantee of a better brew.
“Shoppers can save money by opting for supermarket gold blends, which can deliver just as much flavour and balance as the big-name alternatives and often for far less money.”
How did other supermarket instant coffees perform?Co-op Fairtrade Gold Roast – 67% (£3.55 for 200g)Morrisons Gold Roast – 65% (£2.65 for 200g)Sainsbury’s Gold Roast – 65% (£2.85 for 200g)Asda Gold Roast – 64% (£2.65 for 200g)Ocado Gold Roast – 64% (£3 for 200g)Lidl Bellarom Gold – 61% (£2.65 for 200g)