The iconic Marks and Spencer Colin the Caterpillar cake has been ranked last in a blind taste test conducted by consumer group Which?, losing out to eight competing caterpillar cakes. Testers described M&S’s sponge as “too dry,” while Waitrose’s Cecil cake claimed the top spot with a 78% approval rating and earned the prestigious “best buy” award.
According to Which?, Colin the Caterpillar scored 64%, with 44% of the 75 cake testers expressing dissatisfaction with its dryness. In contrast, Waitrose’s Cecil achieved the highest score, praised for its moist texture and overall flavor.
Natalie Hitchins, Head of Home Products and Services at Which?, commented: “While M&S pioneered the caterpillar cake category, there are now better alternatives available that offer superior taste and value.”
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M&S responded by emphasizing their ongoing commitment to quality. A spokesperson said, “At M&S, blind taste testers regularly compare our products with competitors to ensure we remain leaders in taste and quality, including our Colin cakes.”
Rival cakes performed strongly: Sainsbury’s Birthday and Celebration Wiggles the Caterpillar secured second place with a 73% score at £8.50, offering consumers a similar experience to M&S but at a lower price point. Aldi’s Cuthbert the Caterpillar tied for third place with a 72% score and received compliments for its “creamy” buttercream, retailing at just £6.99.
Hitchins added, “For many, a caterpillar cake is a nostalgic favorite. However, our test shows brand reputation should not dictate your choice. Whether you prioritize taste or price, options like Waitrose and even budget brands like Iceland are now delivering better cake experiences than the original Colin.”
Which? Taste Test Rankings (Name / Score / Price / Weight / Sugar per 100g / Fat per 100g):
- Cecil (Waitrose): 78%, £9.50, 744g, 38.6g sugar, 17g fat
- Charlie (Co-op): 73%, £9.85, 702g, 46g sugar, 14g fat
- Wiggles (Sainsbury’s): 73%, £8.50, 613g, 41.9g sugar, 18.7g fat
- Cuthbert (Aldi): 72%, £6.99, 624g, 43.5g sugar, 17.7g fat
- Morris (Morrisons): 72%, £9, 630g, 38.4g sugar, 16g fat
- Letty (Asda): 68%, £9, 613g, 45g sugar, 14g fat
- Lewis & Green’s: 67%, £4.50, 530g, 45g sugar, 20.2g fat
- Slinky (Tesco): 66%, £9, 648g, 42g sugar, 17g fat
- Colin (M&S): 64%, £9.50, 625g, 46.3g sugar, 21.3g fat
The results reveal a competitive market for caterpillar cakes, with several budget-friendly options outperforming the original Colin on taste and value.