Plus, does turkey really make you tired? And what you should not do when preparing it.
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Gertrude Stein wrote that “a rose is a rose is a rose.” Inspired by her musing (and alarmed at the high cost of the traditional Thanksgiving main course these days), we wanted to find out if the same could be said for turkeys.
For years, fans of the beloved Thanksgiving bird may have heard people refer to their pricey heritage turkeys as “life-altering.” But heritage birds are an investment: They can cost upward of $11 per pound compared with less than $2 per pound for a bargain bird. And if it’s brined and smothered in gravy anyway, how could anyone tell it apart from a regular grocery store bird? (Plus, you’ll be serving it alongside pumpkin, yams, and Brussels sprouts, right?)
To find out whether heritage birds are worth the money and how much difference there is between several popular grocery store brand turkeys, several colleagues headed to the Consumer Reports labs to roast five birds and do a blind taste test.
Even the least tasty turkey can be tarted up into something palatable if you massage enough butter, herbs, and other seasonings into its flesh before cooking, and then drown it in savory gravy after. But our goal was to evaluate the taste of the meat to help home cooks start with the best-tasting bird at the best price. So we took a minimal approach in our preparation: no added fat, herbs, or seasoning, other than 2.5 teaspoons of kosher salt distributed over the skin and inside the cavity—the most basic recipe we found that was approved by Paul Hope, a classically trained chef who writes about appliances at CR.
All of the turkeys we tested are listed below, with their cost as of November 2022, and our feelings about each cooked turkey’s texture, flavor, and moisture.
The 365 by Whole Foods Market Organic Turkey was the second-most expensive turkey we tested—it flew to the top spot of the lists of most evaluators. And its virtues weren’t limited to its organic seal or its flavor: Social media editor Alexis Priester thought it was the prettiest turkey, too, which is important for that perfect Instagram moment. “White meat is generally the most appealing meat to look at (but least appealing in terms of flavor) . . . and this white meat was that turkey,” she said. Some tasters thought it was a little bland, but those who liked it really enjoyed it. Production Coordinator Aileen McCluskey thought both the “white and dark meat were moist . . . and had a really good, mild taste.”
Another evaluator thought this turkey was the most moist. At $2.99 a pound, it was the second-most expensive turkey.
As Thanksgiving and the winter holidays approach many home chefs ponder the age-old question – is Butterball turkey actually better than generic or store brand birds? With Butterball turkeys often costing significantly more per pound is the premium price tag worth it for your holiday feast centerpiece?
After extensive research analyzing opinions from cooking experts, nutritional data, taste test results, and experiences of everyday consumers, the answer seems to be: it depends.
Butterball offers some clear advantages in terms of convenience, quality control, and branding However, when it comes to taste and juiciness, proper cooking technique is the most crucial factor With attention to brining, seasoning, roasting, and resting times, delicious moist and flavorful results can be achieved with any thawed turkey, regardless of brand.
Why Some Swear By Butterball
Butterball enjoys strong brand recognition and loyalty, with many home cooks insisting Butterball turkeys simply produce superior results. There are some objective reasons Butterball birds are prized:
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Pre-brined – Butterball turkeys come pre-brined, saving significant time and hassle. The salt solution aids moisture retention and infuses flavor throughout the meat.
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Quality assurance – As a major producer, Butterball maintains strict quality control and adherence to USDA standards. Their birds are antibiotic-free with no added hormones.
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Easy prep – The packaging opens smoothly without needing tools. Giblets are already removed from cavities.
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Portion versatility – Butterball provides whole turkeys plus boneless roasts, turkey breasts, ground turkey, cutlets, etc.
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Size range – From 10-pound mini birds to 24-pound giants Butterball offers sizes suitable for any gathering.
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Trusted brand – With over 80 years of history, the Butterball name provides customers confidence and familiarity.
So for convenience, quality assurance, and guaranteed easy prep, Butterball gives peace of mind. But is it worth the premium price tag? Let’s examine the other side.
The Case for Store Brand Savings
Rather than splurging on a Butterball, thrifty home chefs can often save 30-50% opting for a store brand or generic turkey. These budget-friendly underdogs can still provide a delicious feast centerpiece without sacrificing quality:
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Cost savings – Generic turkeys are significantly cheaper per pound, delivering major savings on a 20-pound bird.
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Control seasoning – With an unbrined turkey, you control flavor with custom rubs, brines, and glazes.
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Wider size options – Store brands may offer smaller and larger birds than Butterball’s range.
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Support local farms – Choosing an unbranded fresh turkey supports smaller regional poultry producers.
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Minimal prep still needed – Whether Butterball or generic, thawing, seasoning, and roasting are required.
As long as you don’t mind doing the brining and prep yourself, a store brand turkey can equal or surpass Butterball for taste at a fraction of the price.
It Comes Down To Proper Cooking
The overwhelming consensus from cooking experts is properly preparing the turkey is infinitely more important than the brand name on the packaging. Here are some vital tips for success:
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Brining is key – Soaking the turkey in a saltwater solution ensures a juicy bird, regardless of brand. Brine for 24 hours in advance.
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Pat skin dry – Drying the skin gives it a crispy texture and helps it brown beautifully.
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Use a roasting rack – Elevating the turkey enables air circulation for even cooking.
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Cook to 165°F – Insert a meat thermometer to ensure the turkey reaches the safe internal temperature.
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Rest 20+ minutes – Allowing the turkey to rest enables juices to redistribute evenly.
Follow these tips carefully, and even a basic store brand turkey can deliver moisture, tenderness, and flavor equal to a premium Butterball.
Bottom Line: Weigh Your Priorities
When deciding between splurging on a Butterball or saving with a store brand turkey this season, weigh your personal priorities and cooking confidence.
If convenience, quality control, and brand trust are most important, Butterball’s pre-brined birds may warrant the premium price. However, if budget and custom seasoning are bigger concerns, a store brand turkey can shine with proper preparation.
Either way, mastering fundamental turkey roasting techniques is key to succulent, delicious results. Focus on brining, drying, using a rack, temperature, and resting time, and you can enjoy a perfect holiday centerpiece turkey regardless of brand.
Key Factors to Consider:
Butterball Pros:
- Pre-brined for guaranteed moisture
- Strict quality control
- Easy no-tools prep
- Wide range of sizes
- Brand recognition and trust
Store Brand Pros:
- Much cheaper per pound
- Control brining and seasoning
- Support local farms
- Similar prep still required
- Budget-friendly option
Most Important: Proper Cooking Method
- Vital brining step
- Pat turkey skin dry
- Use roasting rack
- Cook to 165°F internal temperature
- Let turkey rest 20+ minutes
With attention to these vital techniques, both Butterball and store brand turkeys can deliver incredible holiday feasts. Focus on cooking mastery, and you can feel confident in delicious results no matter which turkey brand you buy. Here’s wishing you a very happy Thanksgiving!
15 Ways to Save Money on Your Feast
Check out our Thanksgiving food shopping tips.
Best Value Bird: Aldi Never Any! Young Turkey
Price per pound, at the time of publish: $1.89
Graphic: Alisa OConnor/Consumer Reports Graphic: Alisa OConnor/Consumer Reports
It wasn’t the least expensive bird we tried (see Member’s Mark, below), but the Aldi Never Any! turkey is still a bargain at under $2 per pound, and many of our evaluators found it to be a palate pleaser. It also received two votes for the best-tasting bird. Several evaluators described the Aldi bird as gamey (one guessed it was a heritage bird), so this is a good choice for those who like their turkey on the gamey side and a bad choice for those who don’t. Althea Chang-Cook, an associate director of content, said it was “definitely more flavorful . . . and more tender, too.” It was her favorite. Priester also thought it tasted gamey but observed that it would stand up well to a “nice wet brine.”
Watch This Before You Ever Buy Another Butterball Turkey
FAQ
What is the difference between Butterball turkey and regular turkey?
Though not exclusive to the Butterball brand, the birds the company sells are pre-brined. That means they have already been injected with a solution of water, salt, and other flavorings that render the meat juicy and seasoned throughout.
Does it really matter what brand of turkey you buy?
If you have the choice, consider buying a generic turkey instead of one from a brand name. They often come from the same place as well-known brands, and they’re usually much cheaper. Most of the time you won’t be able to taste the difference when cooking Thanksgiving turkey.
Is Butterball turkey good quality?
From a health standpoint, Butterball turkeys are certified to be Grade A (the most prevalent grade of poultry to be sold in supermarkets), free of steroids, …Nov 18, 2023
Is Butterball a good brand?
While Butterball turkey can be somewhat pricier than some generic brands, the extra cost is often justified by the superior taste, quality, and customer support. 2. Are Butterball turkeys organic? Butterball offers both organic and conventionally raised turkeys, allowing consumers to choose based on their preferences and priorities. 3.
Should you buy a Butterball or a store brand Turkey?
Follow these tips carefully, and a store brand turkey can deliver moisture, tenderness, and flavor on par with a Butterball. When deciding between splurging on a Butterball turkey or saving with a store brand this holiday season, weigh your personal priorities and cooking confidence.
What is the difference between Butterball turkeys and generic turkeys?
One difference that is readily apparent is the price. Butterball turkeys are considerably more expensive than most other frozen turkeys in the supermarket. Name brands are generally more expensive than generic, but Butterball hopes that you’ll be willing to fork over a few more dollars for a product that is ready and easy to cook once thawed.
Why are Butterball turkeys so popular?
Butterball has been a trusted name in the poultry industry for decades, and there are several reasons why they stand out from other brands: 1. **Premium Quality:** Butterball turkeys are known for their high-quality meat, which is tender, juicy, and flavorful. 2.
Are Butterball turkeys better than frozen?
Fresh turkeys have a richer flavor and a juicier texture than birds that were previously frozen. You’ll pay a hefty price for the uptick in quality, however, as they also cost a great deal more per pound. If you’ve purchased Butterball turkeys in the past and were pleased with the results, go ahead and stick with that brand whenever possible.
What is the difference between a Turkey and a Butterball?
The main difference between them is in the way how legs are tied. Regular turkey comes fixed with the help of kitchen twine, while Butterball uses skin as a natural leg tuck. This is super convenient as you don’t have to think about removing any plastic or metal ties and clips.