Which? rates retailers' mince pies

16 November, 2011

Supermarket own-brand mince pies have beaten off competition from luxury retail outlets, according to a new report by Which?.

Judged by an expert panel, Waitrose’s All Butter Mince Pies (£2.49 for six) and Tesco’s Finest Deep Filled Mince Pies with Courvoisier (£2.50 for six) claimed the top spot in a tasting session of 12 traditional mince pies, scoring 68% overall.

Aldi’s Specially Selected Luxury Mince Pies (£1.69 for six) and Asda’s Extra Special All Butter Mince Pies (£2 for six) also pegged a high score of 60%, with Morrisons’ The Best Deep Filled Mince Pies (£2 for six) coming in close behind with 57%.

The cost-effective pies ranked higher than pricier versions from Harrods (Traditional Mince Pies, six for £7.95) and Fortnum & Mason (Six Traditional Mince Pies, £8.95) that cost more than three times as much per pack. Other pies in the test came from the other major supermarkets and leading brand Mr Kipling.

The report also discovered that mince pies with a twist were favoured by consumers, including Marks & Spencer’s The Collection 12 Topped Mini Mince Pies (£4.99), which scored 74% and includes varieties such as traditional, flaked almond and cranberry.

Martyn Hocking, Which?’s magazine editor, said: “Savvy shoppers trying to save some money on Christmas treats will be pleased to see they can save money without compromising on quality. Supermarket own-brand mince pies outperformed more expensive options, which is good news for cash-strapped consumers, who are struggling with the rising cost of living."





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