Which? taste tests help brands build consumer trust and stand out

Which? taste tests cut through the noise to identify the very best and help consumers make a confident choice when shopping.

We test more than 250 food and drink products each year, uncovering brilliant Best Buys – and some top cheaper picks, too. Our recommendations are based on hundreds of hours spent researching, planning and running tests before analysing and writing up the results. All our taste tests are run as 'blind' tests, meaning people don't know which product or brand they're trying.

Tasters are given set criteria to rate each product on, as well as a standardised rating scale. Products are served without any identifying packaging or branding for the tasters to try in a rotated order (which is different for each person).

For some products, we'll ask an expert judging panel for their expertise. This is an approach we tend to use for more premium products where additional expert insight is useful to determine the best ones. We source a selection of leading experts relevant to the product in question, from pastry chefs and chocolatiers to Masters of Wine.

For more 'everyday' products where the most widely acceptable option is the name of the game, we run taste tests with large panels of consumers consisting of at least 60 people.

The results of our taste tests get people talking, helping the winning businesses stand out from the rest.

Take our recent mature Cheddar taste test, for example: well-known brands Cathedral City and Pilgrim’s Choice were among the least popular with tasters, while Waitrose and M&S topped the table. Aldi was the cheapest cheese per 100g on the test, coming third. This sparked passionate debate among 118,000 people across Instagram, Facebook, Threads, and X.

Which? endorsement logos, including Best Buy and Great Value, give brands the chance to boost recognition and build consumer trust.

As our Social Media Manager, Hannah Ballantyne, notes: ‘Displaying our endorsement logos alongside everyday products helps raise visibility with both businesses and consumers. Plus, our new graphic templates put products front and centre, driving more traffic and engagement.’

Beyond impressions, our tests make waves in the media. October saw our Baileys results reach an audience of over 4.3 million people, with a feature on Netmums.

If you’ve secured a Which? endorsement, how will you use it to make your brand the confident choice?

When you're ready to elevate your brand with a Which? endorsement, fill out the form to find out if we've tested your product or service, or alternatively contact your account manager.