Choc-a-bloc – Which? reveals what’s in the nation’s favourite Christmas chocolate tubs

New Which? analysis has found that lovers of Quality Street’s Green Triangle, Celebrations Galaxy Caramels, Heroes Wispas or Roses Truffles could be left disappointed this Christmas unless they swap to a different chocolate assortment that better suits their taste.

The consumer champion looked at four of the most popular Christmas chocolate boxes – Celebrations, Heroes, Quality Street and Roses – and found there is very rarely an even spread of chocolates in a tub. 

Nut lovers might opt for a box of Celebrations as Which? found an average of 12 Snickers per tub. There were also 12 MilkyWays, but only half as many Galaxy Caramel and Galaxy bars

When it came to Mars bars there were 11 on average per box, eight Maltesers Teasers and eight Bountys but only seven Twix bars.

Of all the chocolate boxes Which? included in its research, Celebrations has the least variety, containing only eight different types of chocolate.

With Cadbury Heroes, Which? found that the tub contained more Eclairs and Fudges than any other chocolate – averaging at nine each. That was significantly more than Twirls or Wispas, which averaged just five each per tub.

A tub of Heroes also contained an average of eight Double Deckers and Creme Eggs and seven Crunchies, Dairy Milk and Dairy Milk Caramels.

Quality Street also had a wide range among its selection, with nine Pink Fudges on average, compared to only four Green Triangles and four Orange Crunch.

However, there were plenty of caramels, toffees and fruit cremes. Quality Street also has the most variety in its tub overall, with 11 different types of chocolate.

Meanwhile Cadbury Roses were found by Which? researchers to be a good option for those who prefer plain chocolate with an offering of nine Dairy Milks per tub. Fudge and truffles on the other hand averaged only four each per tub.

Roses were a good option for caramel and fruit creme lovers though, as they came second after Dairy Milk with an average of eight in a tub.

These chocolate tubs come in a range of sizes, however Which? experts recommend going for a 600g or 650g tub which tend to offer better value for money.


Lisa Barber, Home Products and Services Editor at Which? Magazine, said:  

“A box of chocolates on the sofa and a Christmas movie is a seasonal tradition for many across the UK, but you might find yourself fighting over your favourites if there just aren’t enough of them to go around.

“Whether you’re a fudge fan, a caramel connoisseur or just nuts about chocolate, Which? has found there is a selection box for everyone, so make sure you get the one best suited to the tastes of your household this Christmas.”



Notes to Editors: 

Which? selected the most popular chocolate boxes sold at all major supermarkets and bought three 600g – 650g tubs of each. From there researchers counted each type of chocolate and then found the average amount for each chocolate in a tub.

Which chocolate box is the best value for money?

The prices below show whether you’re best off investing in a larger or smaller tub.

All of the chocolates are available in a range of sizes, but we’d recommend going for a 600g or 650g tub if you’re looking to get the most for your money.

Chocolates Price Cost per 100g
Celebrations 240g: £3 (Tesco)

370g: £3 (Asda)

380g: £3 (Asda)

650g: £4 (Tesco)





Heroes 290g: £3 (Tesco)

357g: £3.50 (Asda)

600g: £4 (Tesco)

800g: £8 (Tesco)





Quality Street 240g: £2 (Asda)

450g: £3 (Asda)

650g: £4 (Tesco)

800g: £6 (Tesco)





Roses 290g: £3 (Tesco)

357g: £4 (Morrisons)

600g: £4 (Tesco)

800g: £8 (Tesco)






About Which?


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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