Full Breakdown
Colin the Caterpillar Cake Ranks Last in Taste Test
4/2/2026, 2:53:13 PM
Overview of the Taste Test Results
Marks & Spencer's (M&S) iconic Colin the Caterpillar cake has been ranked last in a recent blind taste test conducted by consumer organization Which?. The test, which evaluated nine caterpillar cakes from various supermarkets, revealed that Colin scored only 64%, significantly lower than its competitors. The panel of 75 independent testers cited dryness as a primary complaint, with 44% describing Colin's sponge as "too dry." In contrast, Waitrose's Cecil emerged as the top performer, achieving a score of 78% and receiving the coveted "Best Buy" accolade.
Key Competitors and Their Performance
The taste test included notable competitors such as:
- Waitrose's Cecil: Scored 78%, praised for its moist sponge and rich chocolate shell.
- Co-op's Charlie: Joint second with a score of 73%, noted for its chocolate flavor and luxurious buttercream.
- Sainsbury's Wiggles: Also scored 73%, recognized for its texture despite a slightly dry sponge.
- Aldi's Cuthbert: Scored 72%, appreciated for its creamy buttercream.
- Morrisons' Morris: Achieved 72%, highlighted for its chocolate taste and low sugar levels.
Analysis of Colin's Underperformance
Colin's underwhelming performance raises questions about M&S's production standards and consumer preferences. While M&S has historically positioned Colin as a premium product, the taste test results suggest that modern consumers favor cakes with moister textures and bolder flavors. M&S's cake contains the highest sugar (46.3g) and fat (21.3g) levels among the tested cakes, and at £9.50, it is one of the most expensive options. This pricing strategy, combined with inferior taste results, poses a risk to the brand's reputation.
Official Statements and Responses
In response to the taste test findings, M&S emphasized that Colin remains a popular choice, having been named the nation's favorite caterpillar cake in a recent YouGov survey. A spokesperson stated, "Colin the Caterpillar is the UK's number one caterpillar cake - over a million are sold every year." They also highlighted that Colin has the highest chocolate content among competitors, at 39.5%, made with Fairtrade cocoa.
Criticism and Consumer Insights
Natalie Hitchins, head of home products and services at Which?, remarked, "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." She noted that alternatives from Waitrose and budget-friendly options like Iceland are now delivering superior quality at lower prices.
Conclusion and Implications for Consumers
The results of the Which? taste test indicate a shift in consumer expectations within the celebration cake market. Shoppers are encouraged to explore alternatives to Colin, particularly those from Tesco and Sainsbury's, which have proven to offer better taste and value. As the market evolves, established brands like M&S must innovate to maintain their competitive edge.
