For 35 years, Colin the Caterpillar has been a fixture of British celebrations, a chocolate and cream confection instantly recognizable to generations. He even weathered a legal skirmish with Aldi over a remarkably similar rival, Cuthbert. But the reign of the “original” caterpillar cake may be coming to an conclude. A recent taste test conducted by consumer champion Which? has delivered a stinging blow: Colin came last out of nine caterpillar cakes tested, beaten by competitors from Waitrose, Sainsbury’s, and even Aldi.
The results, published this week, found that 44% of the 75 panelists deemed Colin’s sponge “too dry.” While the cake remains a popular purchase – Marks & Spencer says over 1 million Colins are bought each year – the Which? findings suggest that consumers have options, and increasingly discerning palates. The taste test underscores a broader trend in the food and drink industry: brand loyalty is being challenged by quality and value, even when it comes to beloved childhood treats.
Waitrose’s Cecil emerged victorious, scoring 78% and earning a “Best Buy” designation. The judges praised Cecil’s remarkably moist sponge and “perfect” sponge-to-buttercream ratio. Charlie (from the Co-op) and Wiggles (Sainsbury’s) tied for second place with a score of 73%, while Cuthbert, the Aldi imposter whose design was tweaked following the legal dispute with M&S, secured a respectable fourth place at 72%.
The Rise of the Caterpillar Cake Clone
Colin the Caterpillar first debuted in August 1990, quickly becoming a cultural icon. His popularity spawned a range of merchandise, including a “girlfriend” Connie, and homewares like paper plates and napkins, demonstrating a brand reach that extends far beyond the bakery aisle. But the success of Colin inevitably attracted imitators. Aldi’s Cuthbert, launched in 2020, sparked a very public – and ultimately settled – legal battle with M&S, who argued the cake infringed on their intellectual property. The dispute ended in February 2022 with both sides agreeing to a charitable donation and a commitment to co-exist.
The proliferation of caterpillar cakes highlights the power of copycat marketing, but also the consumer demand for affordable alternatives. While M&S maintains its position as the originator, the Which? test suggests that other supermarkets have successfully replicated – and in some cases, improved upon – the formula.
Beyond Taste: Sugar and Fat Content
The Which? report didn’t just focus on taste. It also revealed significant differences in nutritional content among the various caterpillar cakes. Colin, while beloved, was found to have the highest levels of sugar (46.3g per 100g) and fat (21.3g per 100g) among the lineup. At £9.50, Colin was also among the more expensive options. Cecil, the winning cake, weighed in at 744g, making it more cost-effective per gram than many of its rivals, despite also carrying a £9.50 price tag.
Natalie Hitchins, head of home products and services at Which?, emphasized the availability of better options. “There are better options out there than the original Colin,” she stated. “Our taste tests show that you don’t have to pay a premium for a delicious caterpillar cake.”
A Look at the Rankings
Here’s a breakdown of the Which? rankings, providing a comparative overview of the tested caterpillar cakes:
| Cake Name | Score (%) | Price (£) | Weight (g) | Sugar per 100g (g) | Fat per 100g (g) |
|---|---|---|---|---|---|
| Cecil (Waitrose) | 78 | 9.50 | 744 | 38.6 | 17 |
| Charlie (Co-op) | 73 | 9.85 | 702 | 46 | 14 |
| Wiggles (Sainsbury’s) | 73 | 8.50 | 613 | 41.9 | 18.7 |
| Cuthbert (Aldi) | 72 | 6.99 | 624 | 43.5 | 17.7 |
| Morris (Morrisons) | 72 | 9 | 630 | 38.4 | 16 |
| Letty (Asda) | 68 | 9 | 613 | 45 | 14 |
| Lewis & Green’s caterpillar celebration cake | 67 | 4.50 | 530 | 45 | 20.2 |
| Slinky (Tesco) | 66 | 9 | 648 | 42 | 17 |
| Colin (M&S) | 64 | 9.50 | 625 | 46.3 | 21.3 |
Marks & Spencer responded to the findings by pointing to a separate poll of 2,100 adults that named Colin the nation’s best caterpillar cake. A spokesperson stated that M&S regularly conducts blind taste tests to ensure its products maintain top quality. The retailer also highlighted Colin’s high chocolate content (39.5%, with 31% cocoa solids) and its commitment to using 100% Fairtrade cocoa.
The “caterpillar cake wars,” as some have dubbed them, demonstrate the competitive nature of the UK grocery market. Supermarkets are constantly vying for consumer attention, and even seemingly frivolous products like caterpillar cakes can become battlegrounds for brand supremacy. The Which? report serves as a reminder that price and nostalgia aren’t always enough to win over consumers; quality and taste remain paramount.
Looking ahead, it will be interesting to see how M&S responds to the Which? findings. Will they reformulate Colin to address the dryness concerns? Will they adjust their marketing strategy to emphasize the cake’s chocolate content and Fairtrade credentials? The future of Colin the Caterpillar, it seems, is far from certain.
Do you have a favorite caterpillar cake? Share your thoughts in the comments below. And be sure to share this article with your friends and family!
