UK Supermarket Own-Brand Coffee Beats Kenco and Nescafe in Taste Test
The Rise of Supermarket Own-Brand Coffee in the UK
When it comes to a morning brew, British households have long reached for household names like Kenco and Nescafe. But a new consumer taste test has thrown the coffee market into a spin, declaring that the best coffee in the UK is not a premium brand at all, but a supermarket own-brand offering. The headline, ‘Not Kenco or Nescafe’ – best UK coffee is supermarket own-brand, signals a seismic shift in consumer preferences that has implications for pricing, branding, and quality perception across the industry.
The test, conducted by a panel of independent judges, pitted jar against jar, evaluating aroma, body, bitterness, and aftertaste. To the surprise of many, the top spot was claimed by a supermarket own-label product, outperforming both Kenco and Nescafe, two brands that have dominated UK kitchen cupboards for decades. While the specific supermarket was not named in the initial reporting, the result echoes a growing trend: shoppers are increasingly willing to stray from heritage brands in search of better value and, apparently, better taste.
How the Taste Test Unfolded
The evaluation was organised by a consumer group or media outlet (details remain sparse as only one news source covered the story), with judges blind-tasting a range of instant coffees available on UK supermarket shelves. The panel scored each coffee on a standardised scale, and the results were definitive: the supermarket own-brand edged out Kenco and Nescafe in overall satisfaction. This is not an isolated incident – similar tests in recent years have seen own-label products outperform premium brands in categories ranging from baked beans to chocolate.
What makes this coffee test particularly noteworthy is the emotional attachment British consumers have to their instant coffee. Kenco and Nescafe have invested millions in advertising, packaging, and shelf positioning. To see them beaten by a product that costs significantly less and often sits on a lower shelf is a stark reminder that brand loyalty can be fragile when taste is put to the test. The judges reportedly cited a smoother finish and richer flavour in the winning coffee, attributes that critics often associate with higher-priced imports.
Importantly, the test appeared to focus on instant coffee, which remains the dominant format in UK households despite the rise of bean-to-cup machines and pod systems. Instant coffee accounts for roughly 75% of the UK retail coffee market, so a shift in consumer preference among this category has real economic weight.
Background on Kenco and Nescafe
Kenco, a brand owned by Jacobs Douwe Egberts, has long positioned itself as a slightly more premium instant coffee. Its ‘Kenco Pure’ and ‘Kenco Millicano’ ranges have aimed to bridge the gap between instant and fresh ground coffee. Nescafe, a subsidiary of Nestlé, is the global giant of instant coffee, with brands like Nescafe Gold Blend and Nescafe Azera commanding loyalty from millions. Together, they control a substantial share of the UK market.
Both brands have spent decades refining their roasting and freeze-drying processes, and both have strong supply chains that source beans from multiple continents. Yet the taste test suggests that a supermarket own-brand – likely sourced from the same commodity markets but with lower marketing overheads – can match or even exceed their quality. This is not a new idea; retailers like Tesco, Sainsbury’s, and Asda have invested heavily in own-brand quality over the past decade, often winning awards against big-name competitors.
The critical difference lies in perception. Kenco and Nescafe spend heavily on marketing to create an aura of expertise and reliability. The taste test, however, measured only what was in the cup, not what was on the label. And in a blind setting, the supermarket coffee proved superior.
Why Supermarket Brands Are Winning
The success of own-brand coffee in this test can be attributed to several converging factors. First, the quality of supermarket own-label products has risen dramatically. Retailers now work directly with coffee cooperatives and have access to the same green beans as the major brands. They can commission bespoke blends and request specific roast profiles, often without the constraints of a global brand’s homogenised recipe.
Second, pricing pressure is immense. With the cost-of-living crisis still squeezing household budgets, consumers are actively looking for ways to save money without sacrificing quality. A jar of own-brand instant coffee can cost half the price of a comparable Nescafe or Kenco product. When blind taste tests show no discernible difference – or even a preference for the cheaper option – the premium price tag becomes harder to justify.
Third, supermarket own-brands benefit from more frequent rotations and fresher stock. Major brands produce in enormous volumes and the supply chain can take months from factory to shelf. Supermarkets can turn over own-brand stock more quickly, meaning the coffee in the jar is likely fresher. For coffee, freshness is a key determinant of flavour, especially for subtle notes that oxidise over time.
Why It Matters: Rethinking Value and Quality
This taste test is more than a quirky headline – it represents a fundamental shift in how British consumers evaluate value. For decades, the equation was simple: higher price equals higher quality, particularly for everyday staples like coffee. The Kenco and Nescafe brands have thrived on that assumption. But the blind test dismantles it. If a supermarket own-brand can beat them on taste while costing half the price, then the premium charged by big brands is essentially a tax on habit and marketing, not on quality.
The implications extend beyond the coffee aisle. This result feeds into a broader narrative about the erosion of brand equity in the post-pandemic market. Consumers have become more experimental, more sceptical of advertising, and more willing to trust their own palates or the recommendation of a friend. The “buy well-known” heuristic is weakening. For retailers, this is a golden opportunity to expand own-label ranges and capture margin. For legacy brands, it is a warning that they must either justify their premium with demonstrable quality or face a slow retreat to discount bins.
Furthermore, the test prompts a conversation about what “best” means. The headline emphasises that the winning coffee is not Kenco or Nescafe, but a supermarket own-brand. That framing subtly reinforces the idea that big brands are the default benchmark, while own-label is the underdog. But the results suggest that the underdog has become the standard. In a market where commodity inputs are increasingly democratised, the real differentiator is no longer the name on the jar – it is the freshness of the roast and the precision of the blend. Supermarkets, with their agile supply chains and real-time consumer data, may actually be better positioned to deliver on those dimensions than multinational giants.
What This Means for the Coffee Aisle
The immediate consequence will be a flurry of counter-measures from Kenco and Nescafe. We can expect price promotions, limited-edition blends, and perhaps even reformulated recipes. Nestlé and Jacobs Douwe Egberts have the resources to adapt, but they face a structural disadvantage: their cost base includes advertising, R&D, and shareholder returns, whereas a supermarket own-brand can operate on thinner margins.
For consumers, the trend is unequivocally positive. More choice, better quality at lower prices, and a clear signal that a brand name is not a guarantee of taste. The coffee aisle, already crowded with innovations like micro-ground and freeze-dried speciality blends, will become even more competitive. Supermarkets will likely expand their own-brand ranges, perhaps even launching sub-brands that mimic the packaging of premium products (Tesco’s ‘Finest*’ range already does this).
Ultimately, the best UK coffee, according to this test, is not locked in a branded jar – it is the one that delivers the best combination of flavour and value. For the first time in decades, the name on the tin matters less than the taste in the cup. Shoppers would do well to approach the shelf with an open mind, and perhaps an open jar for a blind taste test of their own.
