Colin the Caterpillar, a long-standing favorite at children’s parties for 35 years, recently faced disappointing results in a taste test. Despite being hailed as a “true British icon” by Marks & Spencer and gracing numerous celebrations annually, including those of celebrities like David Beckham, Ed Sheeran, Taylor Swift, and Dame Judi Dench, Colin ranked poorly in a blind taste test conducted by consumer group Which?.
The taste test involved 75 participants evaluating caterpillar cakes from nine major supermarkets based on taste, texture, aroma, and appearance. Colin scored the lowest overall with only 64%. Testers criticized the cake for being “too dry” (44% of testers) and having a “too weak” chocolate flavor (40% of testers).
Furthermore, Colin was deemed the least healthy cake in the test, containing the highest sugar (46.3g) and fat (21.3g) per 100g. Priced at £9.50, Colin was also one of the most expensive cakes tested.
In contrast, Waitrose’s Cecil Chocolate Sponge Cake, priced at £9.50, received a Which? Best Buy rating with a leading score of 78%. Despite being more costly, Cecil impressed with its large size (744g) and a rich chocolate shell. Co-op’s Party Time Charlie Caterpillar Cake and Sainsbury’s Wiggles the Caterpillar Cake shared second place in the rankings, each offering distinct flavors and textures.
Iceland’s Lewis and Green Caterpillar Celebration Cake, priced at £4.50, received Which?’s “Great Value” endorsement for its moist sponge, despite being smaller in size compared to other cakes in the test.
According to Natalie Hitchins, Which? Head of Home Products and Services, the test results suggest that brand recognition does not always equate to quality. While Colin the Caterpillar has been a popular choice for years, competitors like Waitrose and budget-friendly options like Iceland now offer better alternatives in terms of taste and value.
In response to the test results, an M&S spokesperson defended Colin’s reputation, highlighting its long-standing presence in the market, high-quality ingredients, and consistent top rankings in taste tests conducted by blind taste testers.
Overall, the taste test results indicate a shift in the caterpillar cake landscape, with consumers encouraged to explore alternative options beyond the traditional favorite, Colin the Caterpillar.