Which? reveals Best Buy supermarket mince pies for the 2021 festive season

Following a rigorous process of consumer blind taste tests on more than 400 mince pies, Which?’s coveted Christmas Best Buy has been awarded to three bargain supermarket brands.

With a 75 per cent rating from panellists, Iceland’s Luxury All Butter Mince Pies (£1.89 for six), Tesco’s Finest Mince Pies (£2.00 for six) and Co-op’s Irresistible All Butter Luxury Mince Pies (£2.00 for six) came top in this year’s Which? tests.

Earning a Best Buy for the second year running, Iceland’s mince pies were commended for their zesty taste, which could be down to unusual extras such as yuzu juice and cider alongside the usual port, brandy and assorted vine fruits.

Also joining Iceland as a top contender, Tesco’s Finest Mince Pies were not only admired for looking the part with their pretty snowflake decorations and sumptuous sugar dusting – but they were also easy on the palate. Despite being lighter on boozy flavours, our tasters concluded Tesco’s magnificent mince pies had a generous and tasty mincemeat filling, with one panellist describing them as ‘comforting’ – the perfect treat on a cold winter’s day.

Described as “packing plenty of festive flair”, Co-op’s Irresistible All Butter Luxury Mince Pies hit all the right notes with our consumer panel and were recognised for their tasty filling and pleasantly textured pastry.

Despite not attaining Best Buy status, other supermarkets also delivered some tempting options. Marks and Spencer’s Collection Mince Pies (£2.50 for 6), which were some of the pricier pies sampled, did not disappoint when it came to flavour and texture. On the other hand, they were said to have a less enticing smell compared to their rivals.

Although Morrisons’ The Best Deep Filled Mince Pies (£2.00 for 6) were not the best in the taste test, they were still considered a tasty option and were said to have an attractive, crimped yet Christmassy, design.

Some mince pies failed to live up to expectations. For example, Sainsbury’s Taste the Difference Mince Pies (£2 for 6) and Aldi’s Specially Selected Mince Pies (£1.49 for 6) did not stand out from the crowd when it came to the taste test.

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

“For many of us, mince pies are the taste of Christmas. Our panel of enthusiasts have tasted pies from the biggest supermarkets in the UK to find out which ones will make the holiday season extra festive this year. 

“Iceland has triumphed for the second year in a row but competition was tight between the top contenders in our blind tests, and there is a bigger than ever range of Best Buy pies at affordable prices this year.” 


Notes to Editors: 

  • The Which? mince pie panel this year consisted of 66 consumers who broadly represent the demographic makeup of the UK, and regularly consume mince pies 
  • Prices correct as of 18th November 2021
  • For images, please contact kundai.musara@which.co.uk
  • 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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