M&S Colin the Caterpillar Ranks Last in Which? Taste Test as Waitrose's Cecil Takes Top Spot
The iconic Marks and Spencer Colin the Caterpillar cake has been ranked bottom in a recent taste test conducted by the consumer champion Which?, losing out to eight rival lookalikes. In a surprising turn, Waitrose's Cecil caterpillar cake topped the rankings with a best buy award, highlighting a shift in consumer preferences for these nostalgic treats.
Test Results and Consumer Feedback
Which? assembled a panel of 75 cake-testers who evaluated various caterpillar cakes based on taste, texture, and overall quality. Colin scored only 64%, with 44% of testers complaining that the sponge was too dry. This places it at the bottom of the list, despite its longstanding popularity and premium price point of £9.50.
In contrast, Waitrose's Cecil achieved a score of 78%, earning the top spot and praise for its superior quality. Natalie Hitchins, Head of Home Products and Services at Which?, commented, There are better options out there than the original Colin. She emphasized that while M&S created the caterpillar cake category, rivals are now delivering better value and taste.
How Other Caterpillar Cakes Performed
The test revealed several strong contenders, with Sainsbury's Birthday and Celebration Wiggles the Caterpillar Cake securing second place with a 73% score and a retail price of £8.50. Aldi's Cuthbert the Caterpillar Cake, priced at £6.99, achieved joint third place with a 72% rating, praised for its creamy buttercream and affordability.
Other notable rankings include:
- Charlie (Co-op): 73%, £9.85
- Morris (Morrisons): 72%, £9
- Letty (Asda): 68%, £9
- Slinky (Tesco): 66%, £9
- Lewis & Green’s caterpillar celebration cake: 67%, £4.50
Industry Response and Implications
An M&S spokesperson responded to the findings, stating, At M&S, blind taste testers regularly taste our products against the market to ensure we remain number one for taste and quality – this includes our Colin cakes. However, the test results suggest that competitors are gaining ground, with budget-friendly options like Iceland also noted for offering better value.
Hitchins added, For many of us, a caterpillar cake is the ultimate nostalgia trip, but our test shows that you shouldn't let brand fame dictate your birthday budget. This highlights a broader trend where consumers are increasingly prioritizing taste and price over brand loyalty in the competitive cake market.
The detailed comparison by Which? included factors such as weight, sugar content, and fat per 100g, providing a comprehensive overview for shoppers. For instance, Colin contains 46.3g of sugar and 21.3g of fat per 100g, whereas Cecil has 38.6g of sugar and 17g of fat, indicating potential health considerations alongside taste.
