We earn a commission for products purchased through some links in this article.
Our experts' favourite new food launches for Christmas
Add them to your basket while you can!
Tested by JoJo AnastasiouFood and Drinks Tester
The Good Housekeeping Institute’s Christmas taste test is now in its 25th year, and in that time, our experts have tried a whole lot of turkey, pigs in blankets, mince pies and more.
In the run-up to Christmas, our experts have the privilege of meeting with talented product developers, inspiring chefs and enthusiastic buyers, getting exclusive previews of hundreds of exciting, first-to-market products before they hit the shelves.
We currently test a whopping 44 categories (to ensure you only buy the best for the big day!). But, to make sure no hero product gets left behind, for the first time ever, we’ve rounded up the best buys that didn’t quite fit into any of those existing categories, yet are still worthy of a place on your table.
From decadent pies to DIY panettone, these are the exciting new launches to consider when meal-planning your festive feast.
Christmas hero products 2024
- 1
- 2
Runner-up Christmas hero product
Aldi Specially Selected Honey Roast Hot Smoked Salmon Side 500g
Read review - 3
Sainsbury's Taste the Difference Slow Cooked Proper Christmas Dinner Box 3.35kg
Read review - 4
- 5
How we test Christmas hero products
Within this varied category, our experts were looking for products that felt extra special and festive. To earn its place on this list, a dish had to have well-balanced flavours and an enticing aroma, and accurately convey the flavours described. Everything was served as per the brand’s instructions, and presented “blind” to our panel, to ensure we avoid bias.
Bring on the magic with the Good Housekeeping Institute’s Taste Approved buys of the festive season.
Score: 91/100
We’ve noticed indulgent pies filled with luxe ingredients coming through as a big trend this year, and this extra-large, bone-in centrepiece shows how special they can be.
Ideal for entertaining in the run-up to Christmas or during Twixmas, ASDA's all-butter pastry houses tender Aberdeen Angus beef, which had a stew-like quality. Flavoured with caramelised onions, mushrooms and smoked bacon, the slow-cooked filling melts in the mouth, without being too heavy. Superb!
Available: 18th December 2024
Aldi Specially Selected Honey Roast Hot Smoked Salmon Side 500g
Score: 90/100
This outstanding side of salmon is excellent for entertaining. It’s lightly smoked, with a subtle sweet honey glaze to ensure the meaty fish remains deliciously tender. It’s the ultimate catch this Christmas.
Available: 19th December
Score: 88/100
A slow-cooked turkey is the ultimate in Christmas convenience, and this year, Sainsbury’s has simplified the process further by also supplying all the trimmings — including roast potatoes, parsnips, carrots, pigs in blankets and gravy — in a meal kit.
The turkey comes with bacon, keeping the meat moist and tender, while the roasties remained perfectly crisp. Our testers were impressed, declaring it “a great all-rounder” for those who aren’t interested in cooking, but still want a good ‘home-made’ meal.
Score: 83/100
Serving six people, COOK’s impressive dinner-party pie is a real showstopper. Packed full of flavour, the filling consists of slow-cooked duck and wild venison, with bacon and roasted celeriac, in a rich red wine sauce. Our testers thought it looked fantastic too, with flaky golden pastry and a scattering of thyme on top.
Score: 81/100
Asda has gone big on party food and grazing this year. This fantastic “charcuter-wreath”, takes the faff out of creating a showstopping spread, with an easy to assemble, perfectly balanced selection of prosciutto, peppery chorizo, Manchego, tangy cornichons and sweet red peppers. Leaving you more time to get ready for your guests...
Available: TBC
Score: 78/100
Gold chocolate coins have long been a stocking filler-staple, but these – made with rich milk chocolate and finished with shimmer – are the best we’ve found.
Perfect for Christmas eve boxes, they can be gobbled up straight from the pack or melted in milk for an indulgent hot chocolate. This tempting Christmas treat is already online and in-store, so you may find you need to re-stock before the big day if our testers’ rave reviews are anything to go by.
Score: 78/100
Asda has announced “fig, whisky and spiced honey” as the brand’s new flavour concept for 2024, applying it to 16 festive products across the range.
It provides a sweet glaze here, ensuring that the uniquely designed festive fish “plait” remains nice and juicy, while the figs and rosemary on top elevate the impressive centrepiece visually.
Available: 21st December 2024
Score: 76/100
If you’re a fan of panettone (and let’s face it, who isn’t?), you might fancy making your own this year. If that sounds too tricky, don’t panic – Riverford Organic has taken the liberty of rounding up everything you need to make your own super buttery, oh-so-fluffy festive bake.
The instructions were easy to follow, and the benefit of making your own is that you get to enjoy it fresh out of the oven – heaven!
Score: 70/100
Doughnuts may not be the first thing that springs to mind when you think “Christmas”, but with bright red icing and green, white and red sprinkles, there’s no mistaking what Iceland’s sweet doughnuts are celebrating. A classic doughnut, with a little festive magic on top.
Available: 12th November 2024
Stacey looks after all food and drink reviews — from coffee pods and veg boxes, to natural wine and tequila. Stacey is also founder of Crummbs, where she’s written nearly 2,000 restaurant and hotel reviews since 2013. Prior to this, Stacey wrote hundreds of in-depth buying guides for the Independent, i newspaper and BBC Good Food, as well as reviewing restaurants and interviewing celebrities in her column at Balance Magazine. Stacey has also appeared in BAFTA-nominated BBC documentary Blood, Sweat & Takeaways, where she investigated South East Asia's food production industry, appearing on both Newsnight and BBC World Service to share her findings. Regularly checking out the latest restaurants, bars and product launches, Stacey also loves experimenting with recipes at home, and is a WSET-certified wine and spirits expert, with over 10 years of experience in the business. You can follow Stacey on Instagram @crummbs_uk
Joanna Anastasiou is our Food and Drinks Tester, and has completed certifications in Sensory Foundation and WSET Wine Level 2 training. Prior to this she studied geography with conservation biology at the University of Exeter and trained at Ballymaloe Cookery School in Ireland. Through this she has developed a passion for sustainability within the food and agricultural sectors. Joanna also volunteers in kitchens with FoodCycle, as well as on multiple wildlife conservation projects, where she formed a particular love for bees!
11 best whisky gifts for 2025
This is the best brandy you can buy
Best COOK food to order for Easter 2025
The best red wine to buy now
