M&S and Morrisons Lead Christmas Supermarket Taste Test

Published: 23 October 2025. The English Chronicle Desk. The English Chronicle Online.

Marks & Spencer has emerged as the top performer in this year’s annual Christmas supermarket taste test, with Morrisons also impressing by claiming victories in several key categories. The taste test, organised by Good Food, assessed 185 products from 13 major supermarkets across 17 festive categories. The blind tasting panel included experts appointed by Good Food to ensure an impartial and professional evaluation.

M&S stood out in six categories, including joint best turkey crown, best gammon, and best Christmas pudding. The £50 M&S Oakham hot maple-glazed turkey crown was highly praised for its “sticky, peppery hot maple glaze and stuffing packed with fruit,” highlighting the careful attention to flavour and festive presentation. Joint winner Sainsbury’s also impressed the panel with its Taste the Difference British free-range bronze turkey crown, featuring pork, apricot, pear, cranberry, and candied ginger stuffing at £22.75 per kg. Judges described it as a true “showstopper,” combining quality ingredients with excellent value.

M&S’s success extended to desserts as well, with its Collection 12-month matured Christmas pudding with pecans and panettone, costing £16, being described as “delicious” and packed with fruit and large chunks of nuts. This highlighted the supermarket’s consistent approach to delivering both traditional and innovative festive products.

Morrisons secured five category wins in total, excelling with its Cherry Bakewell mince pies. The judges praised its “soft, buttery pastry” and a filling that was “juicy and citrussy, with strong orange flavour.” In addition, Morrisons won for the best showstopper dessert and best classic mince pie, demonstrating its ability to balance flavour, presentation, and festive appeal across multiple product ranges.

Other supermarkets also performed strongly in the competition. Tesco claimed the award for best pigs in blankets, while Lidl won the best trifle category. Aldi shared the best smoked salmon accolade with M&S. Judges described Aldi’s Specially Selected salt-aged Himalayan smoked salmon, priced at £3.99, as “a great example of a classic smoked salmon,” while the £6 M&S Collection cherry and chestnut wood smoked salmon impressed with its “rich flavour and attractive darker colour from the cherry and chestnut wood smoke.”

Sainsbury’s added to its turkey triumph by also winning the best biscuit tin category, showing the supermarket’s broad expertise across different festive offerings. In total, 13 supermarkets entered a combined 185 products, demonstrating the competitive nature of the annual Christmas taste test and the variety of festive products available to consumers.

Lulu Grimes, managing editor at Good Food, highlighted the significance of the test, stating: “This year’s Christmas Supermarket Taste Test shows you can have a brilliant festive spread without breaking the bank. The supermarkets offer showstopping mains and nostalgic puddings, saving time in the kitchen so you can focus on adding flair to your family favourite Christmas recipes and creating your own precious food memories.”

Cassie Best, head of food at Good Food, provided insight into the testing process, saying: “Our Christmas starts in August when we taste all the hundreds of products submitted, and from then, anticipation builds as to who will make the winners’ list. Each year, the judges are looking for products that combine taste, presentation, and value, and this year’s results show that supermarkets are delivering on all fronts.”

The annual taste test is not only a guide for consumers seeking quality festive foods but also serves as a benchmark for supermarkets, highlighting areas where innovation and traditional favourites intersect. For shoppers, it provides reassurance that they can enjoy premium-quality products without paying exorbitant prices, whether they are planning a small family gathering or a larger festive celebration.

The test also reflects changing consumer preferences, with a focus on flavour combinations, ethical sourcing, and festive creativity. From traditional turkey and gammon to innovative dessert flavours and smoked salmon varieties, the results showcase the range and quality of festive foods available in UK supermarkets.

In conclusion, Marks & Spencer and Morrisons have clearly set themselves apart this year, with Sainsbury’s, Tesco, Aldi, and Lidl also demonstrating strong performances in specific categories. Shoppers can look forward to a festive season filled with high-quality mains, desserts, and accompaniments, guided by the results of this comprehensive taste test.