Taste test: Smarties versus M&Ms

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A topic from Food & Drink: Sweet Tooth

furryfeaturesFri 30/07/10 14:26

Appearance. M&Ms come in a plastic bag, while Smarties come in a cardboard hexagonal tube. The M&M packaging looks to me to be aimed slightly more at the adult market and Smarties packaging looks slightly more aimed at children.

M&Ms' colouring is much brighter and more vibrant than that of Smarties but they only have six colours against Smarties' eight colours. Smarties are slightly larger, so have more chocolate compared to the amount of coating.

M&Ms have 45g in a bag, clearly marked. Smarties do not say the weight of the contents anywhere on the container! However, I was able to work out the weight as being 38g from the calorie information. (The omission of the weight may be because there's a promotion on the packaging right now.)

Taste: To me, Smarties are definitely superior. The chocolate is smoother and not too sweet. M&Ms definitely have a coarsely textured chocolate that is too sweet, by quite a significant margin in my opinion. Smarties also have their secret weapon, orange flavouring in the orange-coloured Smarties.

To see to what extent the sugar coating affected the overall flavour, I nibbled the coating off a few of each type of sweet, allowed enough time for the sugar flavour in my mouth to subside and then ate the chocolate. My opinion of the relative flavour qualities of the two sweets remains unchanged. M&Ms are too sweet for me and Smarties are about right.

Conclusion. While M&Ms are OK, Smarties are much nicer. I think that an improvement would be to double the size of each Smartie. M&Ms should work on making the chocolate smoother and the product less sweet.

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