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Private label chocolate digestives close behind brand leader in taste, finds Which?


Brand leader favored in taste, but private label not far behind...

Brand leader favored in taste, but private label not far behind...

Chocolate digestive market leader McVitie’s trumped private label in a taste test, but not by much Which? finds.

The UK consumer advocacy group conducted a taste test with 100 biscuit eaters to see how private label chocolate biscuits matched up to the McVitie’s branded product. The members of the public blind tastes the biscuits in a random order.

McVitie’s was the top scorer (73%) but Lidl Tower Gate biscuits came in second place (71%). Essential Waitrose and Sainsbury’s Milk Chocolate Digestives followed.

Which? said the Lidl product was flagged for its rich and milky chocolate with a light, crispy base. It noted that the Waitrose biscuits had a crumbly, wheaty base and that the Sainsbury’s product was praised for a good chocolate to biscuit balance.

The consumer advocacy group noted Lidl’s biscuits are a third of the cost of the McVitie’s brand.

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