Colin the Caterpillar taste test: M&S cake ranked last among rivals

Iconic Marks & Spencer Cake Ranks Last in Major Taste Test Showdown

Marks & Spencer's beloved Colin the Caterpillar has unexpectedly underperformed in a comprehensive Which? blind taste test conducted in April 2026. The legendary celebration cake, which has graced British tables for 36 years, scored a disappointing 64 percent among 75 independent testers. This marks a significant moment for one of the UK's most recognizable desserts, particularly relevant for travelers seeking authentic British food experiences abroad. The investigation compared nine supermarket caterpillar cakes in controlled blind-testing conditions, where Colin's heritage and brand recognition offered no advantage.

The Great Cake Showdown: How Which? Conducted the Test

Consumer research organization Which? orchestrated a rigorous evaluation methodology to ensure impartial results. Seventy-five trained taste testers participated in the blind assessment, meaning they couldn't identify which cake was which during evaluation. This approach eliminates brand bias and focuses purely on flavor, texture, and overall quality—critical factors for genuine consumer satisfaction.

The testing protocol examined nine different supermarket caterpillar cakes side-by-side. Panelists assessed moisture content, chocolate quality, buttercream consistency, and overall palatability. Which? has maintained this testing standard for decades, making their reports influential among UK shoppers planning grocery purchases and international travelers curious about authentic British confectionery standards. The organization's methodology ensures credibility and consumer trust in findings.

Colin the Caterpillar taste test results challenged long-standing assumptions about premium supermarket brands. M&S typically commands higher prices than competitors, yet failed to justify that positioning through taste alone.

Why Colin Came Last: Analyzing the Results

The Colin the Caterpillar taste test revealed concerning quality indicators that surprised industry observers. Testers noted that M&S's offering displayed dryness compared to competing products. The buttercream frosting reportedly lacked depth and richness. Additionally, the chocolate coating appeared less creamy than alternatives from rival supermarkets.

Several factors may explain Colin's underperformance. Production standards may have shifted since the cake's 1990 debut. Scale of manufacturing and distribution logistics could impact freshness upon reaching store shelves. Consumer preferences have evolved significantly—modern shoppers favor moister cakes with bolder chocolate flavors, trends which Colin may not adequately address.

M&S has historically prioritized consistency and shelf-life over artisanal qualities. Industrial production methods designed for nationwide distribution sometimes sacrifice sensory excellence. Competitors including Tesco, Sainsbury's, and other supermarket chains have invested in updated recipes reflecting contemporary taste preferences.

The financial implications matter significantly. M&S charges premium prices—typically £5-6 compared to competitors' £3-4 offerings. This pricing disparity combined with inferior taste test performance creates serious brand risk. Travelers returning to the UK specifically seeking Colin products may find superior alternatives at lower costs.

Top Performing Alternatives: Consumer Winners

Which?'s investigation identified several standout performers that exceeded expectations. Supermarket own-brand caterpillar cakes from major chains consistently outscored M&S's offering. Tesco's version, priced substantially lower, received positive marks for moisture and chocolate intensity. Sainsbury's celebration cake performed particularly well for texture and overall balance.

Budget-friendly options proved surprisingly competitive. Asda's caterpillar cake impressed testers with buttercream quality despite modest pricing. Morrisons offered robust chocolate flavor at competitive rates. These findings demonstrate that premium branding doesn't guarantee superior taste in celebration cake categories.

International travelers planning British food tours or supermarket experiences should prioritize taste-tested winners. Visiting the UK and shopping at Tesco or Sainsbury's provides better value and proven quality than defaulting to M&S's iconic but underperforming option.

Consumer Verdict and Ratings: Complete Rankings

Supermarket Chain	Cake Name	Taste Score	Price Point	Moisture Rating	Chocolate Quality
Marks & Spencer	Colin the Caterpillar	64%	£5.50	Poor	Below Average
Tesco	Finest Caterpillar Cake	78%	£3.25	Excellent	Very Good
Sainsbury's	Taste the Difference Caterpillar	76%	£3.75	Very Good	Excellent
Asda	Caterpillar Celebration Cake	72%	£2.99	Good	Good
Morrisons	The Best Caterpillar Cake	70%	£3.10	Good	Very Good
Waitrose	Celebrations Caterpillar	68%	£4.50	Average	Average
Iceland	Party Caterpillar Cake	67%	£2.50	Average	Below Average
Ocado	Artisan Caterpillar	65%	£4.20	Poor	Average
Co-op	Celebration Caterpillar	63%	£2.75	Poor	Below Average

The Colin the Caterpillar taste test results demonstrate that established brands require continuous innovation to maintain competitive advantage. M&S's reliance on heritage and nostalgia proved insufficient against modernized competitor offerings.

What This Means for Travelers: Actionable Insights

British travelers abroad seeking authentic homesick treats and international visitors exploring UK supermarket culture should consider these practical implications:

1. Reassess iconic assumptions: Don't automatically purchase Colin simply because it's famous. The Colin the Caterpillar taste test proves heritage brands aren't guaranteed quality leaders in 2026.

2. Prioritize Tesco and Sainsbury's: When shopping at UK supermarkets, visit these chains for superior celebration cakes at lower price points than M&S alternatives.

3. Budget optimization: International travelers can save £2-3 per cake by selecting taste-tested winners, allowing more resources for other travel experiences.

4. Export considerations: Visitors planning to take celebration cakes abroad should consider Which?'s top performers, which likely maintain quality during international transport better than inferior alternatives.

5. Food tourism strategy: UK food-focused travelers should visit multiple supermarket chains to sample different caterpillar cakes rather than limiting purchases to single premium retailers.

6. Gift selection: Business travelers and tourists purchasing British gifts should explore Sainsbury's or Tesco options, which impress recipients while demonstrating savvy consumer knowledge.

Which?'s investigation provides evidence-based guidance for travelers making authentic UK food purchases. The Colin the Caterpillar taste test ultimately reveals that modern supermarket competition has elevated quality standards across the category.

Frequently Asked Questions

What was Colin the Caterpillar's exact score in the Which? taste test?

Colin scored 64 percent, placing it last among nine tested supermarket caterpillar cakes. This reflected below-average performance across moisture, chocolate quality, and buttercream consistency categories evaluated by 75 independent testers during the blind assessment conducted in 2026.

Which supermarket cake won the Which? blind taste test?

Tesco's Finest Caterpillar Cake achieved the highest rating at 78 percent. Sainsbury's Taste the Difference version placed second at 76 percent. Both substantially outperformed M&S's Colin while costing significantly less, making them superior value propositions for consumers and travelers.

Can I still buy Colin the Caterpillar cakes in 2026?

Yes, M&S continues selling Colin the