Taste of defeat for Cadbury's in the Easter 'eggs factor'

But it would seem Cadbury's has some way to go before it masters the perfect Easter egg.

Both its light and dark chocolate eggs came last in a blind taste test conducted by Which?.

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The panel, including members of appreciation society the Academy of Chocolate, described Cadbury's milk chocolate egg as 'stale', even though it costs £14.99.

And the company's Dark Easter Egg Delight, priced at £9.99, fared equally badly.

Instead Asda - not renowned for its confectionery - won the milk chocolate taste test for its Extra Special Belgian Milk Chocolate and Caramelised Hazelnut Egg, which costs £7.99.

The supermarket also fared well in the dark chocolate test, but was pipped to the post by Marks & Spencer's Sao Tome dark chocolate egg, priced at £9.99.

The consumer group set out to test premium Easter eggs, saying health-conscious Britons should splash out on just one luxury Easter egg this year, rather than lots of cheaper ones.

Asda's premium milk chocolate Easter egg was awarded four out of five marks, with tasters praising its 'fresh nutty-vanilla aromas' and 'honey-glow aftertaste'.

Marks & Spencer's Sao Tome egg, which the testers described as 'proper grown-up chocolate', also scored four out of five, the highest in the dark chocolate category. But testers said they were disappointed with the Cadbury Triple Easter Egg Delight and Cadbury Dark Easter Egg Delight, awarding them just two and one-and-a-half marks out of five respectively.

They praised Waitrose's Belgian Milk Chocolate Easter Egg with milk chocolate Gianduja mini eggs, priced at £9.99, for its 'honeyed rich taste with coconut undertones'.

Other dark eggs favoured by testers included Green & Black's Organic Easter Egg costing £9.99, Asda's Special Dark Chocolate Fruit and Nut Egg at £7.98 and one from Waitrose costing £9.99.

Experts said they loved the 'originality' of the fruit and nut clusters on the Asda egg, while the Green & Black's egg was 'ideal for anyone who loves strong chocolate'.

Milk chocolate eggs from the Co-op and Tesco were 'unexciting' and both scored three out of five.

Neil Fowler, editor of Which?, said: 'We were surprised that a British favourite like Cadbury's came last.

'But with supermarket own brands like Asda and Marks & Spencer flying high in the taste tests, it goes to show you don't have to stick with well-known chocolate brands to get a quality egg.' Cadbury's refused to comment.