I agree it varies like anything.
Dont use the co-op one its cr*p, watery, looks anemic and has no smell and worse its so soft it just comes off the hook.
Ive started using the flavoured ones from Van Den Eynde, the nice and spicy and the paste flavours are working very well for me, also its stays on the hook well unless you leave it in the sun and let it dry out.
Also tried peperami for the first time last trip and was amazed. Fish love it and it just wont come off the hook, it will now be a bait i always take with me.