Chocolate hazelnut spread has become a beloved staple in British kitchens, enjoyed on toast, mixed into porridge, or drizzled on pancakes. While Nutella is the most famous brand, it can be expensive and isn’t always readily available locally.
A recent taste test by consumer watchdog Which? set out to find the best chocolate hazelnut spread in the UK, evaluating 11 different brands. The panel of 60 dedicated tasters sampled three leading brands alongside eight supermarket own-label spreads from retailers such as Aldi, Asda, Morrisons, and Sainsbury’s.
Emerging as the winner was Waitrose Essential Hazelnut Chocolate Spread, earning an impressive overall rating of 82%. Priced at £2.50 for a 400g jar, it is slightly more affordable than Nutella’s £2.90 for 350g. Tasters praised its rich chocolate and hazelnut flavors, balanced sweetness, and smooth texture.
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Despite being the priciest among supermarket brands, Waitrose’s spread captured top marks and secured Which? Best Buy status, proving that quality doesn’t have to come at a premium.
Nutella took second place with an 81% rating. While it remains popular for its legendary hazelnut and chocolate profile and sweetness level, some tasters found its texture too thick. Nutella offers larger jar sizes (630g and 1kg) for better value, and it also holds Which? Best Buy certification.
Sharing second place was Tesco Hazelnut Chocolate Spread, also rated 81%. At just £1.65 for 400g, Tesco’s own-label spread earned both Best Buy and Which? Great Value titles. Testers appreciated its taste, appearance, appropriate sugar content, and pleasing texture.
Joint third place went to Asda and Lidl, each scoring 80%. Asda’s spread, priced at £2 for 400g and available in larger 750g jars offering better value per 100g, was praised for its flavor and sugar levels, though opinions on texture were mixed. Lidl’s Choco Nussa, costing £1.65 for 400g, was commended for its sweetness and visual appeal, with most enjoying its chocolate taste, though some felt the hazelnut flavor could be stronger.
Natalie Hitchins, Which? Head of Home Products and Services, commented, “With Shrove Tuesday approaching, many of us will relish the indulgence of chocolate hazelnut spread on our pancakes. The great news is you don’t have to spend a lot to enjoy excellent flavour. Our taste tests show that some supermarket brands match Nutella in taste, offering smart, budget-friendly options.”