M&S All Butter Mince Pies selected No.1 in the iCrossing annual taste test

17th December 2021: Welcome to the results of the iCrossing Mince Pie Taste Test 2021 edition.

After a highly competitive and hugely entertaining taste test by media specialists at Digital Agency iCrossing, Marks and Spencer ‘Classic’ all butter mince pies have been announced as the outright winner for the 2021 festive holiday season!

The delicious and delightfully butter pastry reveals the sumptuous, sweet fruit inside, beating the competition ‘Heston’ from Waitrose, Tesco’s, Harvey Nichols, and Aldi. The winner was praised not only for its taste but for its decoration and precision engineered frilly edge.

Now in its fifth year, the annual iCrossing taste test see’s iCrossers sample different holiday delicacies. This year we decided to continue with the festive treat, known to all as the ‘mince pie’. iCrossers who took part in the taste test included CEO - Paul Button, Chief Digital Officer - Roger Barr, Creative Director - Alan Grove, newly appointed Junior Designer - Jack Rodgers, New Business and Marketing Executive - Breannah Anderson, Content Strategy Director - Sam Colebrook, Marketing Manager – Emma Potter, and Senior Digital Marketing Analyst – Rosie Fleming, Senior SEO Analyst - Nina-Che Bousquet and Senior SEO Analyst - Zoe Benwell.

Martina Lacey, Head of New Business and Marketing, iCrossing commented, “As an agency we have been hosting a festive taste test for several years now. In previous years we have sampled sandwiches, but this year we decided to stick with the humble and traditional mince pie - an oldie but a goodie. It has been a bit of fun and it gets the agency together to enjoy some sweet seasonal delights.”

Watch our 2021 Mince Pie Taste Test here


About iCrossing UK

iCrossing is a digital marketing agency that works with businesses who are ready to move faster in digital to create a real step-change. iCrossing is owned by Hearst, the world’s largest independent media, entertainment, and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients. iCrossing delivers Change. Made Simple.

Press  Enquiries

Martina Lacey, Head of New Business & Marketing  martina.lacey@icrossing.co.uk, +44(0)20 7821 2295

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