Top Crumpet Brands You Can't Resist

Crumpets have long been a beloved breakfast staple for many, with their soft, spongy texture and delightful taste. There are numerous brands out there vying to offer the best crumpet experience, each bringing its unique touch to this classic delight. From artisan bakers to established companies, the market is teeming with options that cater to different preferences, from classic recipes to those featuring innovative flavors and ingredients. To help you navigate through this delicious world, we've compiled a list of the top crumpet brands that are worth trying out below.

Illustration of crumpets

Best brands of crumpets in 2025

Warburtons

Warburtons is a leading producer of crumpets, dominating the market with a 66% value share and selling over 100 million packs of its original or giant crumpets in the past year. The company has extended its range with the introduction of Crumpet Thins, a lighter alternative with 61 calories per crumpet, compared to the 97 calories in a standard Warburtons crumpet. Crumpets are the biggest category in bakery snacks, shifting over 155 million units per year. Warburtons has also invested heavily in innovation, including a £18m new thin bagels line and a £8m new crumpet line. Despite challenges in the competitive bakery market, Warburtons continues to innovate and develop new product ranges.

Kingsmill

Kingsmill, a renowned brand in the UK bakery sector, has demonstrated its prowess in producing high-quality crumpets. While the primary focus of Kingsmill has been on bread, their crumpet products, such as Kingsmill Crumpet Thins, have shown significant nutritional improvements. For instance, Kingsmill Crumpet Thins have a lower salt content, with an average of 0.30g per 100g, aligning well with health targets. However, detailed data on crumpet sales and market performance for Kingsmill is less prominent compared to their bread products, which saw significant sales in 2014, with Kingsmill White bread generating £135.1 million in sales. Despite this, Kingsmill remains a trusted name in the UK bakery market.

Hovis

Hovis, although not primarily known for crumpets, is a leading brand in the UK bread market, particularly renowned for its wholemeal and seeded loaves. Hovis is Britain's favourite wholemeal bread, with its Seed Sensations(r) Original being the favourite seeded loaf and the fastest selling major branded seeded loaf in 2022. However, the brand has faced challenges, including a 10.5% drop in volumes in 2023 due to higher prices and consumer trading down. Despite this, Hovis has seen significant financial improvements under new management, with revenues jumping to PS489m and gross profits almost doubling to PS102.6m in the 53 weeks to 30 September 2023. The brand is now focusing on strengthening its competitive position and expanding into health and nutrition segments. For more insights into Hovis's success in the market, visit their website.

Waitrose & Partners

Waitrose & Partners, although currently not stocking Warburtons products, has historically been a significant player in the grocery market, holding a 4.7% share of the UK grocery market as of December 2022. However, a dispute with Warburtons, the nation's most popular crumpet maker producing 2.3 million crumpets a week, led to the removal of Warburtons products from Waitrose shelves due to performance issues. Despite this, Waitrose remains open to working with Warburtons in the future. The wider crumpet market has seen a 10% growth in sales by value, contrasting with Waitrose's 15% decline in crumpet sales over the last year. Waitrose continues to focus on offering high-quality products that meet customer expectations.

Tesco Finest

Tesco Finest is renowned for producing high-quality crumpets, with their Sourdough Crumpets being a particular standout. These crumpets have successfully met the 2017 and 2024 maximum salt targets, with a salt content of 1.2g per 100g, aligning with health guidelines. The brand has seen a significant increase in sales, with a 12% jump in the Finest range sales in the three months to May 2024, reflecting improved customer perception of Tesco's quality. Tesco's commitment to quality and value has helped it maintain a 27% market share and attract shoppers from other retailers like M&S and Waitrose. The Tesco Finest Sourdough Crumpets are highly rated by customers for their taste and quality.

M&S

Marks & Spencer is renowned for its high-quality crumpets, scoring an impressive 83/100 in a crumpet taste test with a comfortingly savoury, freshly baked bread scent and a perfect balance of salt and sweet flavours. Their crumpets are lightly salted with a subtle yeasty taste, making them an ideal carrier for various spreads. In recent years, M&S has seen significant market share growth, with a 90bps increase to a 10.3% market share as of September 2024, and an 8.1% increase in food sales. For a delightful taste experience, you can explore more about their delectable crumpets here.

Morrisons The Best

Morrisons The Best brand is highly regarded for its exceptional crumpets, particularly the Sourdough variety, which has received praise for its rich flavor and crisp texture. In a taste test, Morrisons' crumpets were noted for their "lovely malty aroma" and "very tasty" profile, although they were slightly less springy than some other favorites. Notably, 75% of supermarket own-brand crumpets, including those from Morrisons, have already achieved the 2024 maximum salt target of 1.19g/100g, demonstrating a commitment to healthier options. The brand's crumpets are part of a broader initiative, such as the 'Ask for Ellen' campaign, which has donated over 400,000 portions of crumpets since its launch. This campaign highlights Morrisons' dedication to both quality and community support. For a detailed review, visit Morrisons The Best 6 Crumpets with Sourdough review.

Sainsbury's Taste the Difference

Sainsbury's Taste the Difference brand has emerged as one of the top producers of crumpets, praised for their outstanding quality and taste. With a new recipe, Sainsbury's has achieved "dizzying heights" in taste tests, described as "light and springy," "smelling delicious and crumpety," and having a "crisp but moist" texture. This brand has successfully reduced salt content, aligning with the 2024 salt reduction targets, as highlighted in the Action on Salt report. Their crumpets are highly regarded for their fresh and appealing nature, with many testers expressing a desire to have them again. This excellence in crumpet production has earned Sainsbury's the highest accolades in recent taste tests. For more information on their offerings, visit their official website.

Co-op Irresistible

The Co-op Irresistible brand, while known for its innovative and indulgent festive products, does not stand out specifically for its crumpets in terms of salt reduction. However, Co-op's own-brand crumpets have successfully achieved the 2017 maximum salt target for morning goods, and 50% of their crumpets have already met the 2024 maximum salt target of 1.19g/100g. The Co-op's focus on responsibly-sourced ingredients and innovative products makes it a notable player in the market. Despite this, their crumpet offerings do not surpass those of other retailers in terms of salt reduction. The Co-op's market share, though decreasing slightly, remains significant at 6.2% as of recent reports. For more insights into the Co-op Group's sales and market share, refer to this analyst report.

ASDA Extra Special

ASDA's Extra Special brand stands out as a top producer of crumpets, offering a range of high-quality options that cater to various tastes and dietary needs. Their Extra Special Sourdough Crumpets, for instance, are praised for their healthier alternative with a slight tang and the presence of healthy gut bacteria, making them a popular choice. These crumpets are also vegan-friendly and can be frozen for later use. Additionally, ASDA's crumpets are designed for convenience, such as their square crumpets that fit perfectly in the toaster, ensuring even warming. With ASDA's commitment to quality and innovation, their crumpets remain a favorite among consumers.