Newspaper article Evening Chronicle (Newcastle, England)

Will Big Brands Be Beaten by Budget Labels?

Newspaper article Evening Chronicle (Newcastle, England)

Will Big Brands Be Beaten by Budget Labels?

Article excerpt

WE'RE all watching the pennies and know switching down from a big brand to a budget label makes cash sense.

But for busy families who have to buy before they can try, it's money wasted if the family don't like the copycat labels.

Discounter Lidl reckons its products are as good as the brands. In a survey of more than 3,000, it found 57% of 56 products tested were voted as tasty as household names - 29% scored better.

We put 10 of the store's own labels to the taste test - this is what we found.

Crownfield Frosted Flakes (500g), PS1.09 v Kellogg's Frosties (500g), PS2.29 Lidl's version features a lion in a red baseball cap against the iconic Tony the Tiger but once out of the packet you couldn't tell them apart. The Frosties tasted sweeter while the Flakes were less so with a corn flavour, giving them depth.

SWITCH and SAVE PS1.20 Sondey Jaffa Cakes (24), 89p v McVitie's Jaffa Cakes (24), PS2.20 Flatter with slightly darker chocolate than the McVitie's, the Sondey Jaffa Cakes had a zingy, orange centre that worked well with the dark chocolate. McVitie's were spongier with less fat but we found for taste, Sondey was a worthy contender. SWITCH and SAVE PS1.31 Morning Fresh British Salted Butter (250g), 98p v Countrylife English Butter (250g), PS1.50 Both were creamy and tasted delicious on bread, crackers and melted over a baked potato but the Lidl butter had a touch more flavour. SWITCH and SAVE 52p | Prices correct at time of going to press.

Simply Sumptuous Special Muesli (750g), PS1.89 v Jordan's Fruit & Nut Muesli (750g), PS3.39 The Lidl one was packed with whole almonds and hazelnuts while the chopped nuts in Jordan's had less impact. Both had ample raisins, pineapple, dates and coconut. Jordan's had a delicious oat flavour but Lidl's version tasted good and outflanked the brand on seeds and nuts. …

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