MSE Easter egg taste test 2023

Olivia Hutton
Olivia Hutton
23 March 2023

100 tasters, seven Easter eggs – it's the biggest ever MSE taste test. With Easter fast approaching, we decided to bring back our popular (with both readers and MSE staff) taste test. Which Easter egg will come out on top? Hop to it and make your guesses now.

We managed to find 100 willing volunteers from around MSE Towers, with mouths at the ready to test eggs ranging in price from £1.25 to £12. 

We decided to test milk chocolate Easter eggs (including a vegan alternative), and we bought the cheapest option for each brand we could find at the time of purchase. All eggs were taken out of their packaging, broken into pieces and numbered, to ensure total anonymity. The contenders are:

Easter Eggs in the taste test

Anonymous number Brand and product name Price
1 Sainsbury’s Belgian Chocolate 150g

Currently on sale for £3.50 at Sainsbury's 
(Normally £4.50)

(£3 per 100g)
2 Thorntons Continental 257g
Currently on sale for £8 at Sainsbury's
(Normally £10)
(£3.89 per 100g)
3 Galaxy Minstrels 234g £3
(£1.28 per 100g)
4 NOMO Creamy Chocolate (Vegan) 148g Currently on sale for £5 at Sainsbury's
(Normally £6)
(£4.05 per 100g)
5 Aldi Moser Roth 216g £5.99
(£2.77 per 100g)
6 Cadbury Dairy Milk Buttons 98g £1.25
(£1.30 per 100g)
7 Lindt Lindor 322g Currently on sale for £5 at Sainsbury's
(Normally £12)
(£3.73 per 100g)

Prices correct when we checked on Tuesday 4 April 2023

  • Images of each egg and extras included

    Though we weren't testing the extras that came with the eggs, we've shown below what each egg came with, too. The only Easter egg that didn't come with any extras was the Sainsbury's Belgian Chocolate egg, and the Cadbury's Easter egg contained chocolate buttons inside the egg itself.

The cheapest Easter eggs came from Galaxy and Cadbury, at £1.28 per 100g and £1.30 per 100g respectively. The most expensive was egg was the NOMO Creamy Chocolate Egg at £4.05 per 100g, followed by Thorntons at £3.89 per 100g and Lindt at £3.73 per 100g.

We asked our taste-testers to consider two main questions:

1. Which Easter egg is your favourite?

2. Which Easter egg do you think is the most expensive?

We also asked them to give us any general thoughts they had about the chocolate, too. 

The Results

Top three 'tastiest' Easter eggs Price Votes
WINNER: Cadbury Dairy Milk Buttons £1.25
(£1.30 per 100g)		 24
Lindt Lindor £12
(£3.73 per 100g)		 22
Thorntons Continental £10
(£3.89 per 100g)		 22
Top three 'most expensive' Easter eggs Price Votes
Thorntons Continental £10
(£3.89 per 100g)		 38
Lindt Lindor £12
(£3.73 per 100g)		 29
NOMO Creamy Chocolate (Vegan) £6
(£4.05 per 100g)		 16

And the winner is... 

Cadbury! Clearly these MSE'rs are savvy at sniffing out an egg-cellent deal with the second cheapest Easter egg per 100g coming out top, beating the likes of Lindt and Thorntons for taste. This isn't the first time MSE staff have preferred a cheaper alternative – see our Mince Pie Taste Test and Brownie Downshifting blog. All three of the most expensive Easter eggs were spotted too. Here's what else our tasters thought... 

The feedback 

Product Brand Price

 


 Sainsbury's

Positive comments:

 

  • "Nice textured egg"
  • "Decent chunky structure"
  • "Smooth, sweet and tastes of nuts"

 

Negative comments:

 

  • "A bit cloying"
  • "Cheaper tasting"
  • "Cardboard aftertaste"

 

How many votes for tastiest egg?
7

 

 Thorntons

Positive comments:

 

  • "Amazing. Would eat a lot"
  • "Smooth, classy"
  • "Hints of spice"

 

Negative comments:

  • "Underwhelming"
  • "Bit crumbly"
  • "Not much flavour"

 

How many votes for tastiest egg?
22

 

 Galaxy

Positive comments:

 

  • "My favourite – witness the thiccness"
  • "It's Galaxy – say no more!"
  • "THICC"

 

Negative comments:

  • "Really coats the teeth"
  • "Tastes like palm oil"
  • "Sickly"

 

How many votes for tastiest egg?

16

 

 NOMO

Positive comments:

 

  • "Feels healthier"
  • "Tastes like dark chocolate"
  • "Simply the best!"

 

Negative comments:

 

  • "Strange wholemeal taste"
  • "Soap like"

 

How many votes for tastiest egg?

4

 

 Aldi

Positive comments:

  • "Perfect creaminess"
  • "Lovely and smooth"
  • "Good amount of sweetness and doesn't linger in the mouth"

 

Negative comments:

 

  • "Bang average"
  • "Gives me value range"
  • "Lacks personality"

 

How many votes for tastiest egg?

5
Cadbury

Positive comments:

  • "Not too sweet"
  • "SO milky and creamy"
  • "Classic UK egg"

 

Negative comments:

  • "This is Cadbury... but not as good as I remember"
  • "Please don't include next year"
  • Powder-y"
     

How many votes for tastiest egg?

24

 

 Lindt

Positive comments:

  • "Creamy and smooth... lots of flavour"
  • "Beautifully rich"
  • "Good thickness"

 

Negative comments:

  • "Too sweet"
  • "No body to it, tastes cheap"
  • "Slightly weird aftertaste"

 

How many votes for tastiest egg?

22

 

Turns out, spending more doesn't guarantee a better taste. Whatever your budget, you're likely to be able to find a delicious egg this Easter, either to eat yourself or to gift to someone. Hopefully the feedback from our tasters will help you choose one. As far as the taste buds across MSE Towers are concerned... Cadbury is our Easter egg taste test 2023 winner. 

Have you tried any of these Easter eggs? I'd love to know your thoughts on Twitter @MSE_Deals or on Facebook.

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