Own-brand baked beans beat Heinz in UK taste test, Which? study finds

British consumers consume more than 2 million tins of baked beans daily, but a new study suggests brand loyalty may be costing them dearly. Consumer watchdog Which? has crowned supermarket own-label baked beans as the UK's best, outperforming market leader Heinz on both flavor and price.

In a blind taste test involving 60 panelists, 12 varieties were evaluated. Aldi's Bramwells beans and Lidl's Newgate beans tied for first place with an overall rating of 77%, narrowly edging out Heinz at 76%. The budget options cost 39p and 40p per can respectively, compared to Heinz at £1.40 for a 415g tin — over 200% more expensive.

Why budget beans beat big brands

Panelists praised Aldi's beans for their texture and pleasantly sweet taste, earning them Which?'s Best Buy and Great Value awards. Lidl's offering scored similarly well. Natalie Hitchins, Which? head of home products and services, said: 'Our taste test shows that you don't have to compromise on flavour by ditching the pricier brands and choosing supermarket own-label beans — a switch that could save over £100 a year.'

Heinz, while still a Best Buy, was noted as the most expensive option. Over a third of panelists wanted a stronger tomato flavor. Branston, Asda, and Sainsbury's placed third, fourth, and fifth respectively. Ocado, Morrison's, and Waitrose tied for sixth at 71%, followed by Tesco. M&S's offering was described as 'dull-looking' and lacking flavor, while Co-Op fared worst, with two-thirds finding the flavor too weak.

What this means for Namibian consumers

For Namibian shoppers, the findings highlight a global trend: own-label products increasingly rival premium brands in quality. With inflation squeezing household budgets, switching to store brands could yield significant savings without sacrificing taste. The data-driven approach of Which? mirrors the kind of consumer advocacy that could benefit Namibian markets, where brand loyalty often inflates costs.

This article was originally published in January 2026 and updated with July 2026 prices.