Iceland’s £1.29 luxury milk chocolate bar has beaten both M&S and Waitrose ones in a taste test – and it’s cheaper too
Testers agreed the Iceland chocolate treat was better than both rival bars for taste, quality, value for money and smoothness
A luxury milk chocolate bar from Iceland has beaten the treats from Marks & Spencer and Waitrose in a taste test - and it's cheaper too.
The frozen food retailer's chocolate treat was crowned the winner after 66 per cent of testers proclaimed it was better than the Waitrose 1 Milk Chocolate bar in a Cambridge Market Research test.
Some 60 per cent also preferred it over the Milk Chocolate bar from M&S.
Testers agreed that Iceland's treat was better than the two other bars for taste, quality, value for money, overall opinion, creaminess and smoothness.
At just £1.29 per 100g, the value-for-money bar is also 31p cheaper compared to the one from Waitrose, which costs £1.60.
Shoppers would also save 71p when buying Iceland's bar instead of the one from M&S priced at £2 per 100g.
The creamy bar is part of Iceland's luxury range.
It is is available online and in stores across the UK since this week.
Neil Nugent, head chef at Iceland, said he is confident that the supermarket's treat is "the best on the market".
He said: "Our Luxury range has been carefully crafted, we have taken time to create delicious food for our customers, and the taste test results prove this.”
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A spokesperson for Waitrose said: "Our customers love this chocolate - and the vast majority of those who've reviewed it have given it five stars out of five.This seems to contradict this research which Iceland paid for."
A spokesperson for M&S pointed out to the Sun Online that the blind taste test survey was conducted among 50 people only - a fairly small number.
M&S added: "We know our customers love our milk chocolate, they tell us it is melt-in-the-mouth special and it’s one of our best sellers.”
Taking their lead from the success of champagne and lobster at Aldi and Lidl, Iceland last year splashed £2.5 million on introducing a range of gourmet food to offer affordable luxury to its customers.
Luxury gaucho rump steaks for £4 each and £6 whole lobsters are among some of the impressive offerings, which are set to boast top quality ingredients without breaking the bank.
Earlier this summer, Iceland also introduced a new 5oz luxury burger with a Japanese twist that costs just £1.
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