Waitrose No 1 brioche rolls have been rated 'best overall' in a taste test of supermarket brioche burger buns. The extra-large buns were noted for their light, fluffy texture, open crumb, and a distinct nutty flavour from brown butter. They also feature a simple ingredients list, including free-range egg and butter, and are free from emulsifiers and preservatives.
The Co-op Irresistible four brioche buns were named the 'best bargain', described as large, round, and dark-golden with a buttery flavour. Other highly-rated buns included M&S Collection brioche buns made with sourdough, which were enriched with butter from Brittany, free-range egg, and clotted cream.
The taste test highlighted that while traditional brioche dough is rich with butter, supermarket versions often contain 6-11% butter at most, with some products using replacements like palm fat and rapeseed oil. Many buns were found to be ultra-processed, containing a mix of fats, emulsifiers, and preservatives.