Big brands have an immense pulling power for shoppers - instantly recognisable names that have often been around for many years. But as the cost of living crisis has an impact on people's grocery bills, cheaper alternatives are becoming increasingly attractive.
One range that has been well-received online is Marks & Spencer's line of cereals which includes Corn Flakes, Choco Pops, Multigrain Hoops and more. A mum shared photos of the products in a budget Facebook group and was inundated with responses from people raving about the selection, the Manchester Evening News reports.
So the M.E.N.'s Emma Gill decided to put the "big brand dupes" to the test to find out how they fared compared to the Kellogg's, Nestlé and Weetabix originals.
"I bought 10 boxes from the M&S range, making sure to include the most popular varieties that people had mentioned, to then compare them with the real deal," said Emma. "Included in my list were Honey Nut Corn Flakes, Corn Flakes, Multigrain Hoops, Special Flakes, Bran Flakes, Malted Wheats, Wholegrain Wheat Bisks, Choco Pops, Rice Pops and Fruit & Fibre Flakes."
First on the table was Special Flakes - the M&S version of Special K. "I have to say there was very little difference at all," said Emma. "The main thing that was noticeable with the M&S ones - and most of the range in fact - was they weren't as sweet, but I can't say that made them any worse.
"While I do generally have a sweet tooth, I find that breakfast is one time I can do without that sugar rush, I stopped adding sugar to my Weetabix a long time ago."
She added: "On checking the boxes, Special K are 5% sugar, while the M&S Special Flakes are 3%. They've also got less salt too, as have most of the others.
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"And that doesn't just apply to the Kellogg's cereals, but also with Nestlé's Shreddies, which are 6% sugar and 5% salt compared with the respective 3% and 1% in the M&S Malted Wheats."
Emma gave the thumbs-up to some of the other M&S cereals, too. "I've eaten a lot of Shreddies dupes over the years, but the M&S ones are probably the closest match I've ever come across, on appearance and taste. And apart from looking a bit shinier, you'd never know the difference between the versions of Honey Nut / Crunchy Nut," she said.
"The Wholegrain Wheat Bisks were a little bit smaller than the Weetabix, but nothing to write home about and they too tasted very similar."
While "not really a Bran Flakes eater", Emma found M&S' Bran Flakes "did taste the same" as the branded product. "Although the M&S flakes were thicker, I actually preferred them," she said.
Some of the own-brand cereals did not pass muster, however. "Neither me nor the kids were a fan of either the Choco Pops or the Multigrain Hoops. While the Rice Pops just about passed the taste test, these two not only tasted different to the real thing, but both had flavours none of us liked," Emma said.
She concluded: "Eight out of 10 isn't bad though is it? And, when you consider how much you can save with the M&S ones, there's only one winner here."
A spokesperson from Kellogg’s said: ‘’Kellogg's has been working hard to reduce sugar and salt in its cereals for many years. For example reducing sugar by 50% in Coco Pops in 2018.
“Today four out of five of Kellogg’s top selling cereals in the UK are non-HFSS (not high in fat, salt or sugar) and all of our UK children’s cereals will be non-HFSS by the end of 2023.
“Many Kellogg’s cereals also contain 50 per cent of your daily needs of Vitamin D to help people get more of this essential vitamin in their diet.”
In response to shoppers turning to other brands, the spokesperson previously said: "Naturally, the taste of our cereals will be slightly different to own-brand products – in the same way own-brand products will also vary from supermarket to supermarket.
"Although seemingly similar, they are different recipes which, in many cases, are also made in different ways. Likewise, the price will also vary. Our consumers demand quality from a brand that they trust and that’s what we give them.’’
Prices - M&S vs big brand (Tesco prices used for comparison)
- Honey Nut Corn Flakes 500g £2 / Kellogg's Crunchy Nut 500g £3.30 (Clubcard £2.50)
- Corn Flakes 500g 85p / Kellogg's Corn Flakes 500g £2.25
- Multigrain Hoops 375g £1.40 / Nestle Cheerios Multigrain 540g £3.25 (Clubcard £2.50)
- Special Flakes 500g £2 / Kellogg's Special K 500g £3.30 (Clubcard £2.50)
- Bran Flakes 500g 75p / Kellogg's Bran Flakes 500g £2
- Malted Wheats 750g £1.75 / Nestle Shreddies 630g £3.25 (Clubcard £2.25)
- Wholegrain Wheat Bisks 480g £1.85 / Weetabix 24 pack £3.25
- Choco Pops 357g £1.20 / Kellogg's Coco Pops 480g £3.30
- Rice Pops 375g £1.20 / Kellogg's Rice Krispies 510g £3.30 (Clubcard £2.50)
- Fruit & Fibre Flakes 500g £1.30 / Kellogg's Fruit & Fibre 375g £1.99
