The last taste test, in attempt to start 2011 on a healthy note, focused on smoothies, with Sainbury’s own brand beating established smoothie brands Tropicana and Innocent into second and third place respectively. However, inevitably, it didn’t take long for normal service to resume at MCG towers and this taste test focused on the far-less healthy option of ready salted crisps. Sadly, they are not included in our five-a-day.

Could the supermarket own brands continue to shock the world, well shock a PR agency at least, as previous winners Sainsbury’s and Lidl who beat Heinz in the ketchup test have?

The nine crisps on offer to the highly tuned taste buds were;

• Asda
• Morrisons
• Morrisons Eat Smart
• Morrisons Value
• Seabrook
• Tesco
• Tesco Finest
• Tyrrells
• Walkers

Each plate was marked on a number of different criteria; appearance, size, taste, texture/crunchiness, potential as a pub snack (at Rachel’s insistence) and overall impression.

With nine plates of crunchy goodness lined up, the taste test commenced. Nearly all the samples had their praise and criticisms with the most common criticism being about the level of salt. Plate 2 was marked down for being pale or as one taster described it ‘looking anaemic’. Other criticisms included crisps being soggy, too thin, too jagged or tasting too much like potato. One or two crisps were billed as ‘disappointing’ as they promised much on appearance but failed to deliver in taste.

So without further ado here are the results –

1. Tesco Finest  - 302/360
2. Morrisons  - 288/360
3. Walkers  - 276/360
4. Seabrook –  270/360
5. Tesco  – 254/360
6. Tyrrells – 240/360
7. Asda – 239/360
8. Morrisons Eat Smart  - 236/360
9. Morrisons Value  - 182/360

As you can see there are a number of shocks. Tesco Finest and Morrisons continued the trend of giving big brands a bloody nose, relegating undisputed market leader Walkers (47% of UK crisp market) to third place. Another shock was that Tyrell’s Sea Salt crisps, the most expensive sample retailing at £1.73 for 150g, came in a disappointing sixth, with three testers saying that if money wasn’t a consideration it would be the least likely product they would buy, based on taste. Out of all the samples, Tyrrells are the only brand to leave the skins on their crisps. It appears that this unconventional method has cost them dearly, and they won’t be the nibble of choice at any upcoming MCG PR ‘Come Dine With Me’ parties.

Again, MCG has disproved the maxim that you get what you pay for. Either that or we don’t have expensive tastes, but we like to think the former.

Dave Harrison