Good Housekeeping reveals its best Easter Egg of 2025 – with a surprise supermarket winner taking the top spot

With Easter just weeks away, it’s time to start thinking in earnest about which chocolate egg to buy for which family member. 

Thankfully, the Good Housekeeping Institute has released its 2025 Easter Taste Test results to help shoppers pick up the perfect treat.  

The consumer champion conducted its biggest-ever Easter taste test, trying 96 eggs available to buy in the UK, up from the 68 products tested last year.

Of the products tested, Asda’s Exceptional by ASDA Caramel, Pretzel & Honeycomb Milk Chocolate Egg, priced at £9.98, scooped the highest overall taste score, with an impressive 89 out of 100.

The egg, which also won Best Value and Best Milk Chocolate Easter Egg, won panellists and consumer testers over with its salty pretzel and sweet honeycomb flavour combination.

Asda triumphed once again in the dark chocolate category, with its £9.98 Exceptional by ASDA Orange & Ginger Dark Easter Egg scoring 84 out of 100.

Meanwhile, Waitrose claimed the title of best white chocolate Easter Egg, thanks to the inventive Waitrose No. 1 The Chocolate Croissant, which scored 82 out of 100.

While the price point is slightly higher compared to other winners with the £15 price tag, the inventive shape, which closely resembles the French pastry, allowed it to rank highly with testers.

At the other end of the spectrum, the institute recommended Aldi’s £11.99 white chocolate Specially Selected Salted Blonde & Milk Chocolate Caramel Double Indulgence Egg for a cheaper yet delicious option, which scored a reputable 70 out of 100.

Judges also catered for individuals with gluten and dairy allergies or intolerances by rating free-from options on the market.

Morrisons’ The Best Caramel Flavour Choc Easter Egg with Anglesey Sea Salt Truffles, priced at £7.50, triumphed in the category, with testers ranking it 77 out of 100, making it the win the Best Vegan Easter Egg title.

Co-op’s £5 Gro Salted Toffee Crunch Easter Egg narrowly missed out on the top spot, scoring 76 out of 100.

Elsewhere, Cadbury’s found success in the best easter eggs for children category with its Cadbury Mini Eggs Chocolate Egg.

The sweet treat, which ranked 81 out of 100, was a hit with testers, partly due to the two packets of Mini Eggs nestled inside the egg. 

A classic! Cadbury’s Mini Eggs Chocolate Egg won the title of Best Easter Eggs for Kids in this year’s taste test

Morrisons’ The Best Caramel Flavour Choc Easter Egg with Anglesey Sea Salt Truffles was the best vegan option, according to judges 

The Good Housekeeping Institute panel blind-tested 192 products across 12 categories in London.

Judges ranked each product on appearance, aroma, texture, and perhaps most significantly, flavour, before providing their final score.

Food & Drink Testing Manager at the Good Housekeeping Institute, Callum Black, said: ‘The Good Housekeeping Institute is committed to empowering consumers to make savvy purchasing decisions, and 2025 has been our biggest ever Easter taste test, encapsulating the very best of the Easter treats that the British public can enjoy this April.

‘The huge range of quality products on offer has made this year a fierce competition. It’s exciting to see the level of innovation and different flavours that are coming through from all the major supermarkets, whilst still honouring the Easter classics.

‘It means consumers are blessed with options that are fresh, exciting and traditional this Easter.’

The full taste test results can be found on the Good Housekeeping UK website.

The best Easter egg 2025 results in full…

Milk Chocolate Easter Eggs

Overall winner and Best Milk Chocolate Easter Egg – 

ASDA’s Exceptional by ASDA Caramel, Pretzel & Honeycomb Milk Chocolate Egg came out on top

ASDA Exceptional by ASDA Caramel, Pretzel & Honeycomb Milk Chocolate Egg

£9.98 for 300g

89/100

Runner-up Best Milk Chocolate Easter Egg

The Runner-up Best Milk Chocolate Easter Egg was Russell and Atwell’s Easter Egg Mini Monty

Russell and Atwell Easter Egg Mini Monty

£34 for 5x 35g pouches & 1 150g egg

88/100

Dark Chocolate Easter Eggs 

Best Dark Chocolate Easter Egg –

Asda also claimed the top spot in the Best Dark Chocolate Easter Egg category with its Orange & Ginger Dark Easter Egg

ASDA Exceptional by ASDA Orange & Ginger Dark Easter Egg

£9.98 for 200g

84/100

Runner-up Dark Chocolate Easter Egg – 

 Abel&Cole’s 72 per cent Dark Chocolate Egg, Cocoa Loco won Runner-up Dark Chocolate Easter Egg 

Abel&Cole 72 per cent Dark Chocolate Egg, Cocoa Loco

£14.95 for 225g

83/100

White Chocolate Easter Eggs 

Best White Chocolate Easter Egg –

Waitrose’s inventive No. 1 The Chocolate Croissant ranked top in the White Chocolate Easter Egg category

Waitrose No. 1 The Chocolate Croissant

£15 for 275g

82/100

Runner-up White Chocolate Easter Egg –

Lidnt LINDOR White Easter Egg, priced at £13 for a 260g product, won Runner-up White Chocolate Easter Egg 

Lindt LINDOR White Easter Egg

£13 for 260g

80/100

Vegan Chocolate Easter Eggs

Best Vegan Easter Egg –

Morrisons claimed the title of Best Vegan Easter Egg, thanks to its Caramel Flavour Choc Easter Egg with Anglesey Sea Salt Truffles

Morrisons The Best Caramel Flavour Choc Easter Egg with Anglesey Sea Salt Truffles

£7.50 for 200g

77/100

Runner-Up Vegan Easter Egg –

Co-op’s Gro Salted Toffee Crunch Easter Egg narrowly missed out on the top spot by one mark

Co-Op Gro Salted Toffee Crunch Easter Egg

£5 for 150g

76/100

Easter Eggs for Kids

Best Easter Egg for kids –  

The two packs of Mini Eggs nestled in the chocolate egg helped Cadbury claim the title of Best Easter Egg for Kids

Cadbury Mini Eggs Chocolate Egg

£9.35 for 232g

81/100

Runner-up Easter Eggs for Kids –

Libeert Little Chicks claimed the title of Runner-up Easter Eggs for Kids with a rating of 80 out of 100

Libeert Little Chicks

£1.50 for 30g

80/100