When it comes to orange juice with pulp, Tesco PLC didn’t just win the price war — it crushed the competition on flavor too. In a blind taste test conducted by Good Housekeeping UK in early 2025, Tesco Finest 100% Orange Juice Freshly Squeezed took top honors with an impressive 86 out of 100 points, beating out rivals from Asda, Sainsbury’s, and even luxury brand Marks & Spencer. Priced at just £2.00, it wasn’t just the cheapest option — it was the most satisfying. And here’s the twist: despite being called "easy drinking," testers noted it had surprisingly little pulp. The secret? A sharp, zesty aroma that punched through the sweetness like a cold breeze on a winter morning.
The Taste Test: Who Really Makes the Best Orange Juice?
Six brands were put to the test by a panel of expert tasters in London, each judged on aroma, flavor balance, pulp distribution, and overall drinkability. Tesco Finest scored highest not because it was the juiciest, but because it struck a rare balance: sweet enough to please kids, bitter enough to satisfy adults. "It tasted like the oranges you pick off a tree in late autumn," one tester wrote. "It’s not complex, but it’s honest." Asda Stores Limited’s Extra Special came second at 80/100, praised for its "fresh, sweet aroma" and clean finish — though some found it too mellow. "It’s like sunshine in a carton," said one panelist, "but you wish it had more backbone." Sainsbury's Supermarkets Ltd’s Taste The Difference hit 78/100, but the praise was mixed. "It tasted like Sunny D," one taster bluntly admitted. The pulp? Too uneven — some sips were thick with bits, others watery. Meanwhile, Marks & Spencer PLC’s offering, priced at £2.75, delivered the most pulp — "packed with bits," as testers noted — but the aftertaste was a problem. "It had a plastic edge," said one. "Like biting into a peel that’s been sitting too long." Copella Limited’s Orange with Bits, sold through Ocado Retail Limited, was described as "thin and watery," yet surprisingly drinkable. And then there was Aldi Stores Limited’s The Juice Company — the bargain king. At just £0.89, it had the most visually appealing pulp and a zingy, almost citrusy bitterness. But the flavor? "Watered down," said one tester. "Like someone added water to make it stretch."Price Wars and Clubcard Secrets
While taste ruled the headlines, the real story was unfolding in the digital aisles. In the same week, The Grocer published its Super 33 price comparison, pitting Tesco against Asda, Morrisons, Ocado, and Amazon UK. Tesco’s basket — including everything from milk to toilet paper — came in at £78.59, 42p cheaper than Asda’s. How? Clubcard Prices. Those discounts saved shoppers nearly £10 — a 12.4% saving off shelf prices. Even with 3.5% year-on-year inflation, Tesco’s strategy worked. "They’re not winning because they’re cheapest," said retail analyst Helen Tran. "They’re winning because they make you feel like you’re getting away with something." Meanwhile, Morrisons came in third at £82.37, Ocado at £84.07, and Amazon UK at £84.73. The report also noted Tesco’s pricing for Innocent Drinks’ smooth orange juice — £3.00, no discount — which sat at the top of the range. But for the everyday shopper? Tesco’s own brand juice was the real star.Why This Matters Beyond Breakfast
This isn’t just about juice. It’s about trust. In a time when inflation hit 3% — according to the Office for National Statistics — consumers are hyper-aware of value. They’re not just comparing price per liter. They’re weighing flavor, texture, and whether the brand feels worth the money. Tesco’s win signals a shift: shoppers no longer assume premium = better. They want authenticity, even at a discount. Aldi’s juice may be cheap, but it didn’t taste like it was made for the budget. Tesco’s tasted like it was made for you.
What’s Next for UK Supermarket Juice?
Look for more brands to tweak their pulp-to-juice ratios. Sainsbury’s might ditch the "Sunny D" vibe. M&S could reformulate to kill that artificial aftertaste. And Aldi? They’ll probably lower the price again — but they’ll need to fix the flavor. Meanwhile, Tesco’s quietly building a reputation as the quiet winner in both quality and cost. If they keep this up, they might not just be the cheapest. They could become the most trusted.Frequently Asked Questions
Why did Tesco Finest win despite having little pulp?
Taste testers prioritized aroma and flavor balance over pulp quantity. Tesco’s juice delivered a sharp, zesty citrus punch that masked the lack of pulp, while still feeling fresh and natural. The high score came from its ability to evoke the feeling of freshly squeezed oranges — even if the bits were sparse. It’s proof that flavor can outweigh texture in consumer preference.
Is Aldi’s orange juice worth buying despite its low score?
Yes — if you’re budget-conscious and don’t mind a lighter flavor. At £0.89, Aldi’s juice offers the most pulp visually and a bright, bitter aroma that stands out. But testers found the overall taste too diluted, like it was stretched with water. It’s a good value for occasional use, but not for daily drinkers seeking depth.
How did Tesco win the price comparison if their basket was 3.5% more expensive year-on-year?
Tesco’s Clubcard Prices delivered nearly £10 in discounts — a 12.4% saving off regular shelf prices. Even though inflation pushed costs up, those targeted discounts made their basket the cheapest overall. This shows loyalty programs are now as important as base pricing in grocery battles.
Why did Sainsbury’s get compared to Sunny D?
Testers found Sainsbury’s Taste The Difference juice overly sweet and artificially flavored, with a syrupy aftertaste reminiscent of the childhood drink Sunny D. While it had ripe orange notes, the lack of tartness and inconsistent pulp made it feel less authentic. This highlights consumer skepticism toward "premium" brands that rely on sugar rather than real citrus character.
What does this mean for other supermarket brands?
M&S and Sainsbury’s need to rethink their premium positioning — flavor authenticity matters more than perceived luxury. Aldi and Tesco are setting the new standard: bold taste at low prices. Brands that cling to high margins without delivering real flavor will lose ground. The future belongs to brands that balance cost, quality, and honesty — not just marketing.
Where are these juices made?
Most are sourced from Spain and Brazil, with blending and bottling done in the UK. Tesco’s juice is produced under contract by a major European processor, while Copella sources directly from Spanish orchards. Aldi’s juice is made by a private-label supplier based in East Anglia. None are "100% British" — but all meet UK food safety standards.