Colin the Caterpillar, a long-standing favorite at children’s parties for 35 years, faced disappointing results in a recent taste test. Despite being hailed as a “true British icon” by Marks & Spencer and endorsed by celebrities like David Beckham and Taylor Swift, Colin scored the lowest in a blind taste test conducted by consumer group Which?. The test involved 75 participants evaluating caterpillar cakes from nine major supermarkets based on taste, texture, aroma, and appearance.
Colin received an overall score of 64%, with testers criticizing its dry sponge (44%) and weak chocolate flavor (40%). Furthermore, Colin was found to be the least healthy option, containing high levels of sugar (46.3g) and fat (21.3g) per 100g, and priced at £9.50, making it one of the most expensive cakes tested.
In contrast, Waitrose’s Cecil Chocolate Sponge Cake, priced at £9.50, emerged as the top performer with a score of 78% and was awarded a Which? Best Buy rating. Despite its higher price, Cecil’s larger size and well-balanced flavors impressed the panel. Co-op’s Party Time Charlie Caterpillar Cake and Sainsbury’s Wiggles the Caterpillar Cake tied for second place, offering good value for money.
Iceland’s Lewis and Green Caterpillar Celebration Cake, priced at £4.50, received praise for its moist texture and affordability, despite being smaller in size. Natalie Hitchins from Which? advised consumers not to let brand reputation influence their cake choices, highlighting that other brands like Waitrose and Iceland now offer better alternatives to the traditional Colin cake.
In response to the test results, an M&S spokesperson defended Colin the Caterpillar, emphasizing its popularity and quality. They highlighted Colin’s high chocolate content, made from 31% cocoa solids and 100% Fairtrade cocoa, and assured consumers that M&S products undergo rigorous taste tests to maintain their quality standards.