I compared bakeries at Lidl, Sainsbury’s, Morrisons and more – 1 clear winner

When doing the weekly shop, few things compare to strolling past the bakery section, eyeing up tempting treats whilst breathing in the aroma of freshly baked loaves. Every supermarket stocks a distinct array of pastries, breads, doughnuts, cakes and beyond, though not all deliver on quality, affordability, and a balance of innovative and classic choices. Living in an area blessed with six supermarkets all within a 10-minute radius, I’m hardly short of options for my grocery haul.

Curious to determine which boasts the finest bakery offering, I made the rounds to Lidl, Morrisons, Sainsbury’s, Marks and Spencer, Asda, and Aldi to weigh up their respective ranges. Whilst several chains left a positive impression, with one feeling distinctly British and showcasing nostalgic baked delights, another proved utterly underwhelming and frankly disappointing. So which of the six emerged as the clear winner?

6. Aldi

Landing firmly in last place is Aldi. Despite my fondness for this supermarket, it excels primarily at budget-friendly household staples rather than quality food offerings. 

Unlike rival chains, Aldi typically doesn’t feature an in-store fresh bakery section. As reported by the Foodie, most Aldi branches «don’t feature a butcher or fishmonger onsite, nor a deli or a bakery. Aldi claims that its relatively small stores lead to fewer products, less waste, greater efficiency, and more savings.»

However, «in 2018, Aldi began test-driving in-store bakeries, with a smattering of U.S. locations that included select stores. And in 2024, select British Aldi stores began adding bakeries as well. Word is still out on whether the chain plans to widely expand this feature.»

My nearest Aldi doesn’t boast a fresh bakery area, so upon entering the shop, I wasn’t anticipating a Parisian patisserie, yet I was still taken aback by the limited range. The bakery aisle appeared even more sparse than during my previous visit, with favourites such as the beloved school cakes conspicuously absent.

The shop primarily stocked various loaves, alongside a modest corner for cakes, doughnuts, pastries and additional treats. It was also devoid of any fresh seasonal offerings that rival retailers had introduced. Regrettably, given its meagre assortment, Aldi was bound to rank bottom – and the trip proved rather disappointing.

5. M&S

It genuinely troubles me to position Marks and Spencer this far down the rankings, as I’m tremendously fond of this retailer. From its visually appealing layout to its extensive array of premium products, entering any M&S feels akin to arriving in a food lover’s paradise.

That said, when measured against other chains, the retailer commands steeper prices. Most of the freshly baked goods were tagged between £1.50 and £2.30, with items seldom costing under £1.

The most affordable offering was a bread roll at 50p. My jaw dropped when I clocked that a single almond croissant at M&S sets you back £2.60. Popping in regularly feels like financial madness… regardless of how scrumptious their offerings might be.

Should you decide to splash out on a treat from their bakery counter, I’d point you towards a Yumnut (a delightful cross between a yum yum and a doughnut) or their white chocolate all-butter biscuits. Beyond that, I’d exercise restraint unless your wallet can handle the damage.

4. Asda

Asda holds sentimental value for me as my mum’s preferred shopping destination during my childhood. I particularly loved strolling past the modest bakery area, where we’d grab blueberry muffins and a box of iced ring doughnuts.

Though ranking as Britain’s third-largest supermarket chain, Asda disappointed shoppers, tying for bottom place in physical store experience, based on fresh research from Which?. The consumer champion noted: «Several customers told us their local stores often have bare shelves and unmanned checkouts.»

Dropping by around 6 pm on a weeknight, I was pleasantly taken aback to find ample baked items still available. The range consistently strikes the right balance between pastries, loaves and cakes.

Like many rivals, Asda stocks a Krispy Kreme display. However, my attention was captured by these caramel and pecan swirls, offering a welcome change from the standard cinnamon rolls or iced buns.

However, I must confess that none of the offerings truly swept me off my feet. The selection was fair but paled in comparison to its rivals and lacked any standout items.

3. Lidl

Lidl is a crowd favourite and often the default choice for many due to its pocket-friendly prices and unique assortment. I can’t deny, the display is always so inviting that it’s hard to resist a peek and a purchase.

As per a 2024 report by the Grocery Gazette: «Lidl has been crowned the most popular supermarket bakery, selling an average of 122 croissants every minute and one jam doughnut every second.

«Lidl’s bakery also has been boosted by social media-inspired innovations, such as its ‘Chocolate Cronut ‘- a combination of a doughnut and a croissant-which sold once every two seconds.»

I must admit, bypassing the pack of powdered jam doughnuts was a challenge, but the real showstopper is the toffee-filled yum yums. However, I felt the selection could have been more extensive and included more traditional British fare, but each branch varies, so perhaps my local store simply had fewer options.

I also observed that some items were stale and tough. I’d advise reaching for the goods at the back as they tend to be fresher. Lidl also loses points for its pre-packaged bakery section, which featured rather uninspiring options.

2. Sainsbury’s

As a devoted Sainsbury’s shopper, the bakery aisle epitomises everything I adore about the chain. No rival grocer captures that unmistakably British essence quite like it does.

Whether it’s school cakes, teacakes, all-butter flapjacks, apple turnovers or gingerbread men, Sainsbury’s stocks every cherished, nostalgic and timeless treat imaginable. The retailer boasts an impressive array of pastries, doughnuts, snack bites and biscuits.

Alongside sits an equally comprehensive bread selection featuring rolls, baguettes, sliced loaves and naan. Seasonal goodies are also available, including the Christmas-themed snowy Yule log bites.

In Which’s study ranking Britain’s supermarkets from best to worst, Sainsbury’s secured sixth place. The consumer champion noted: «Sainsbury’s put in a solid performance in our customer satisfaction survey.

«The UK’s second-largest supermarket is joint third for online grocery shopping and mid-table for in-store.»

Whilst tempting to crown the retailer number one, Morrisons ultimately clinched it.

1. Morrisons

Morrisons has secured pole position as my top supermarket bakery. Whilst it lacks a fresh counter where customers can handpick individual pastries or loaves, the bakery range is so extensive and impressive that one simply isn’t necessary.

Whilst every shop features a chilled dessert section, Morrisons delivers superior variety and value for money, exemplified by their generous Strawberry trifle pot, priced at a mere £2.25. That’s a more affordable and satisfying option than the M&S almond croissant.

Their small bites snack range is the most extensive I’ve ever seen, offering a delightful spin on traditional British treats like their jam mini teacakes with strawberry marshmallow in the middle, giving them an edge over Sainsbury’s.

My top pick would be the fresh raspberry croissant, priced at £1.89 (you get two in a pack). It had the flavour of a jam doughnut, but less dense and doughy.

The tasty jam was the standout feature against the flaky and buttery pastry. This treat is almost too exquisite to be found in supermarkets; biting into it feels as if I’ve stepped into France and bought a freshly baked croissant. Without any exaggeration, this croissant haunts my dreams daily.

It’s so unique yet underrated compared to the Yumnut at M&S and the Cronut at Lidl. Bethan Shufflebotham, a reviews journalist from Manchester Evening News, published a similar supermarket bakery ranking in 2022.

Speaking about Morrisons, she stated: » It was Morrisons bakery where I felt there was the most originality, choice, and value, and I managed to get eight items for under £5. The supermarket has an offer where you can pick up six pastries or rolls for £2, making each one 33p each – even cheaper than Lidl.»