Colin the Caterpillar, a long-standing favorite at children’s parties for the past 35 years, has faced disappointing results in a recent taste test. Marks & Spencer, known for labeling its cake as a “true British icon” and a staple at nearly one million celebrations annually, saw Colin fall to the bottom of the rankings. Despite having celebrity fans like David Beckham, Ed Sheeran, Taylor Swift, and Dame Judi Dench, Colin failed to impress in a blind taste test conducted by consumer group Which?. Testers evaluated chocolate logs from nine major supermarkets based on taste, texture, aroma, and appearance.
Colin scored a meager 64% overall, with criticisms of being “too dry” by 44% of testers and having a “too weak” chocolate flavor according to 40% of participants. Additionally, Colin was deemed the least healthy option, containing the highest levels of sugar (46.3g) and fat (21.3g) per 100g and priced at £9.50, making it one of the most expensive cakes in the test.
In contrast, Waitrose’s Cecil Chocolate Sponge Cake emerged as the top performer, earning a Which? Best Buy rating with a remarkable score of 78%. Despite being priced at £9.50, Cecil’s large size (744g) offered better value for money compared to M&S and other budget alternatives. Testers praised Cecil for its flavorful chocolate shell and a sponge-to-buttercream ratio that 69% of the panel found “perfect.”
The Co-op Party Time Charlie Caterpillar Cake and Sainsbury’s Wiggles the Caterpillar Cake shared second place with scores of 73%. While the Co-op cake was the priciest at £9.85, its excellent chocolate flavor and rich buttercream compensated for a slightly dry sponge. Sainsbury’s Wiggles, priced at £8.50, also secured a spot in second place.
Iceland’s Lewis and Green Caterpillar Celebration Cake, priced at just £4.50, received Which?’s “Great Value” endorsement for its moist texture in a category where dryness was a common complaint. Despite being the smallest cake tested at 530g and featuring a thinner chocolate shell, Iceland’s caterpillar cake provided good value for money.
Natalie Hitchins, the Head of Home Products and Services at Which?, advised consumers not to let brand recognition influence their purchasing decisions. While Colin the Caterpillar holds nostalgia for many, competitors like Waitrose and Iceland are offering better alternatives in terms of taste and price.
In response, an M&S spokesperson defended Colin the Caterpillar as the UK’s best-selling caterpillar cake, with over a million sold annually. They highlighted Colin’s high-quality craftsmanship, leading the market in taste with the highest chocolate content at 39.5%, made from 31% cocoa solids and 100% Fairtrade cocoa. The spokesperson emphasized M&S’s commitment to quality through regular taste tests, where Colin cakes consistently rank first in taste and quality assessments.