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10 big-name brands – and the surprising rivals that beat them in Which? tests
With over a decade of experience at Which?, Tom covers everything from tech advice to money-saving tips, and highlights the best deals during major sales events.
Buying from a big-name brand can feel like the safest bet, particularly when you’re spending a lot of money, but our testing proves a familiar logo doesn’t always mean you’re getting the best product.
In fact, some Which? Best Buys cost considerably less than their attention-grabbing rivals. Whether you’re shopping for a non-stick frying pan, an electric toothbrush or a wi-fi router, looking beyond the headline brands could reward you with a higher-scoring product for less.
Below, we reveal some of the most surprising head-to-head results from our tests – plus the alternatives that came out on top.
On this page, Which? members will have exclusive access to:
- Surprising head-to-head results from our expert tests.
- Lesser-known products that outscore household-name rivals.
- Expert advice to help you choose the best product for your needs.
If you’re not yet a member, you can get instant access by joining Which?. You will also get access to all our full product reviews.
Which big-name brands were beaten in our tests?
| Product type | Big-name brands on test | This rival product scored higher | Why the rival impressed |
|---|---|---|---|
| Handheld fans | Dyson, Shark | 84%, Best Buy. A breeze to operate | |
| Smartwatches | Apple | 88%, Best Buy. Accurate and comfortable to wear | |
| Frying pans | HexClad, Le Creuset | 89%, Best Buy, Great Value. Superb non-stick performance | |
| Hot chocolate makers | Hotel Chocolat | 79%, Best Buy, Great Value. Makes excellent drinks and runs quietly | |
| Running shoes | Nike, Adidas | 83%, Best Buy. Delightfully comfortable with good stability | |
| Folding e-bikes | Brompton | 86%, Best Buy. Compact and comfortable with a quiet motor | |
| Saucepans | HexClad, Le Creuset | 76%, Best Buy, Great Value. Excellent non-stick performance | |
| Electric toothbrushes | Philips Sonicare | 77%, Best Buy. Good at cleaning, comfortable to use | |
| Multivitamins | Vitabiotics | 77%, Best Buy, Great Value. Contains all 23 key nutrients | |
| Kitchen roll | Plenty, Regina | 100%, Best Buy. Top marks for absorbency and strength |
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- Product reviews you can trust All our test results, reviews and recommendations are our own. We buy every product that we test.
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