Twice as nice – Christmas comes early with two Which? Best Buy supermarket mince pies

Which? has announced that not one, but two mince pies have landed its coveted Which? Best Buy in festive food blind consumer taste tests, with both Asda and Iceland coming top.

Asda Extra Special Mince Pies (£1.75 for six/29p per pie) certainly lived up to their name this year and were awarded a 73 per cent rating, scoring well for overall flavour, texture and appearance. Which?’s panel noted the “crisp” and “buttery” pastry and the intricate design, with one panelist saying it would “lure them in”.

Iceland’s Luxury All Butter Mince Pies (£1.89 for six/31p per pie) were rated just as highly for their taste, aroma and texture, and also coming in with a rating of 73 per cent. One panelist told Which? these pies “tasted like a more expensive product”.

Tesco Finest All Butter Mince Pies (£1.75 for six/29p per pie) missed out on a Best Buy with a 72 per cent rating, as while these pies delivered and the pastry was described as “melt in the mouth” by one taster, a few panellists were not keen on the firmer filling.

M&S Collection mince pies (£2.50 for six/41p per pie) were some of the pricier pies included in the taste tests, but these had some of the best pastry on test, as well as scoring well for flavour. It received a not-too-shabby rating of 71 per cent.

When it came to the bottom of the table, Sainsbury’s Taste the Difference Mince Pies (£2 for six/33p per pie) came out the worst in the taste tests with a rating of only 58 per cent. Some panelists told Which? these were “claggy” and tasted “stale” and “overcooked”.

Morrisons The Best Mince Pies (£2 for six/33p per pie) were also somewhat of a disappointment, managing a score of just 64 per cent, with more than half the panel describing these as “too dark”.

Harry Rose, Editor of Which? Magazine, said:

“Nothing tastes more festive than a delicious warm and crumbly mince pie straight from the oven, and while this year Christmas might be a little different, we want to make sure that at least your mince pies don’t disappoint.”

Notes to Editors:

  • Also tested:
M&S Collection Mince Pies 71% £2.50 for 6
ALDI Specially selected Mince Pies 68% £1.49 for 6
LIDL Deluxe All Butter Mince Pies 68% £1.49 for 6
WAITROSE NO. 1 All Butter Mince Pies 68%  £2.50 for 6
Co-op Irresistible All-butter Mince Pies 66% £2 for 6
Spar Luxury All Butter Mince Pies 66% £2 for 6 


  • The Which? mince pie panel this year consisted of 64 consumers who broadly represent the demographic makeup of the UK, and regularly consume mince pies 
  • Prices correct as of October 2020
  • For images, please contact
  • Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.
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