Colin the Caterpillar, a long-time favorite at children’s parties for 35 years, received disappointing results in a recent taste test. Marks & Spencer, known for labeling the cake as a “true British icon,” boasts of its popularity at nearly one million celebrations yearly, including among celebrities like David Beckham, Ed Sheeran, Taylor Swift, and Dame Judi Dench.
However, in a blind taste test by consumer group Which?, Colin’s handcrafted creation fell short, scoring a low 64% overall and ranking last among the nine caterpillar cakes tested. Testers criticized Colin for being “too dry” (44%) and having a “too weak” chocolate flavor (40%).
Colin also ranked poorly in terms of health, containing the highest levels of sugar (46.3g) and fat (21.3g) per 100g and priced at £9.50. In contrast, Waitrose’s Cecil Chocolate Sponge Cake, priced the same at £9.50, stood out with a top score of 78% and earned a Which? Best Buy rating. Cecil, the largest cake tested at 744g, offered better value for its price compared to M&S and other competitors.
The tasters praised Cecil for its delicious thick chocolate shell and a perfect sponge-to-buttercream ratio. Tying for second place with a score of 73% was the Co-op Party Time Charlie Caterpillar Cake, priced at £9.85, and Sainsbury’s Wiggles the Caterpillar Cake at £8.50.
Iceland’s Lewis and Green Caterpillar Celebration Cake, priced at £4.50, received Which?’s “Great Value” endorsement for being surprisingly moist despite being the smallest cake tested at 530g and featuring a thinner chocolate shell.
Natalie Hitchins, Which? Head of Home Products and Services, advised consumers not to let brand recognition influence their cake choices, emphasizing that competitors like Waitrose and Iceland are now offering better alternatives to the original Colin caterpillar cake.
In response, an M&S spokesperson defended Colin the Caterpillar, highlighting its status as the UK’s top-selling caterpillar cake, with over a million sold annually. They emphasized the cake’s high-quality ingredients, including a 39.5% chocolate content made from 31% cocoa solids and 100% Fairtrade cocoa, and its consistent top rankings in taste tests conducted by blind taste testers.
Overall, the taste test results suggest that while Colin the Caterpillar may have a strong legacy, there are now more competitive options available in the market for those seeking superior taste and value.