Prestigious Which? Awards sees brands commended for offering excellent value for money at a tough time for consumers

Which? has announced the winners of its 2023 Which? Awards, with many big brands receiving an accolade due to their excellent value for money at a time when consumers are being hit hard by the cost of living crisis.

This year’s awards welcomed newcomers and returning winners who have been delivering for consumers in the past year. 

First time winner SMARTY has scooped the Utilities Brand of the Year Award for its great value for money offer at a time when consumers are concerned about budgets. The mobile provider has been a Which? Recommended Provider since 2021, and this year was also awarded a Great Value endorsement. 

SMARTY was commended for offering excellent value across a variety of data deals and – unlike many others – does not burden its customers with inflation-based mid contract price rises. SMARTY’s customers clearly appreciate this, with 86 per cent rating the provider as good or excellent value for money.

Google has won the Which? Lifestyle Tech Brand of the Year – a new award this year – thanks to the quality of its products and the upper hand it has over its rivals in terms of diversification and value for money. Google’s smartphones are some of the cheapest on average, a big consideration for many consumers looking to replace their smartphone at the moment.

In another new category this year, Computing Brand of the Year, Samsung is the winner. The brand had an excellent year, with 12 of its 14 laptops tested earning Best Buy status. Common themes among Samsung’s computers are great battery life, vibrant screens and speedy performance, three of the most important factors to consider when buying a laptop.

This year is the first time that AEG has received the Large Kitchen Appliance Brand of the Year Award, which is in recognition of the high-scoring products Which? has tested this year across a good range of categories and for a range of budgets.

In the Travel Brand of the Year category, Jet2 has again been recognised for the consistently excellent holidays it offers. This award joins the Which? Recommended Provider accolade it has earned for city breaks. Jet2’s customers also gave the travel company an impressive 86 per cent satisfaction score for its package holidays in a recent Which? Survey.

The other winners at the 2023 Which? Awards are: 

  • Starling Bank for Banking Brand of the Year
  • NFU Mutual for Insurance Brand of the Year; 
  • Richer Sounds for Retailer of the Year; 
  • Mercedes-Benz for Car Brand of the Year; 
  • Samsung for Computing Brand of the Year; 
  • LG for Home Entertainment Brand of the Year; and
  • Philips for Small Kitchen Appliance Brand of the Year.

The awards also celebrate great local businesses through the Trusted Trader of the Year award, which this year has been won by Glasgow-based business, Vantage Windows and Doors. 

Anabel Hoult, Which? Chief Executive, said: 

“Today’s winners represent the very best customer-centric business, products and services and they should be incredibly proud of what they have achieved.

“From services like banking and insurance, to mobile phone providers and the products we are buying for our homes, now more than ever consumers are looking to get the most out of every penny they spend. 

“In the current climate, winning a coveted Which? Award has become more relevant and important than ever. Not only are the prizes underpinned by our independence, our rigorous and impartial testing and research but these accolades send a clear message to consumers that a product or service is the very best the market has to offer.”

The Awards, which have been running since 2007, recognise best practice for consumers and give awards to businesses and products from banks to home entertainment brands.


Notes to editors:

Full list of categories, winners and shortlist below.

Category 2023 winners 2023 Shortlist
Which? banking brand of the year Starling Bank First Direct, Nationwide Building Society, Starling Bank
Which? insurance brand of the year NFU Mutual  Aviva, Churchill, Direct Line, LV=, NFU Mutual
Which? travel brand of the year Jet2 Audley Travel, Jet2, The Landmark Trust, Ramblers Walking Holidays, Zest Car Rental
Which? retailer of the year Richer Sounds Liz Earle Beauty Co., Maxi Cosi, Richer Sounds, Screwfix, Seasalt
Which? utilities brand of the year SMARTY Octopus Energy, SMARTY, VOXI, Zen Internet
Which? car brand of the year Mercedes-Benz DS Automobiles, Honda, Lexus, Mercedes-Benz
Lifestyle technology brand of the year  Google Apple, Garmin, Google, Oneplus, Samsung
Which? Computing brand of the year Samsung Apple, Bitdefender, Framework, Samsung
Which? Home entertainment brand of the year LG Apple, LG, Panasonic, Samsung
Which? small kitchen appliance brand of the year (previously Which? kitchen and household products brand of the year) Philips Bosch, De’Longhi, Philips, Russell Hobbs
Which? large kitchen appliance brand of the year AEG AEG, Bosch, LG, Miele, Samsung
Which? Trusted Trader of the year Vantage Windows and Doors Easystep Stairlifts, LCM Roofing, Move on Removals & Storage, Vantage Windows and Doors

Photos: Photos of the event will be available on Wednesday 14th June. Please contact Charlotte Branson (details above).

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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