Buying chocolate: how to choose bars to suit your taste and occasion

Buying chocolate sounds simple, until you have to choose between milk chocolate, dark chocolate, Belgian chocolate, filled bars and large sharing packs. Attractive packaging often tells you little about the flavour, ingredients or whether a product is right for your needs.

The most common pitfalls:

• Mistaking a high cocoa percentage for a sweet flavour. Dark chocolate with 70%, 78% or 90% cocoa generally contains less sugar, but it also tastes noticeably more intense and bitter.
• Looking only at the brand. Lindt chocolate, Tony's Chocolonely and other well-known brands use different recipes across their ranges. A brand name does not automatically tell you how much cocoa, sugar, nuts or filling a bar contains.
• Overlooking allergens and portion size. Milk, soya, gluten and nuts are common in chocolate. A 180 or 200 g bar may also be less practical if you are looking for small portions or want to give chocolate as a gift.

What should you look for when buying chocolate?

1. Cocoa percentage and flavour profile

For dark chocolate, the cocoa percentage is an important point of comparison. A 70% cocoa bar, such as Tony's Chocolonely Pure 70% Dark Chocolate, has a different balance of cocoa and sugar from a 90% bar, such as Lindt Excellence 90% Cocoa Supreme Dark.

Use this practical guide:

• Milk chocolate: creamier and often sweeter, making it suitable for snacking and sharing.
• Dark chocolate around 70%: a distinct cocoa flavour with some sweetness remaining.
• Dark chocolate from around 78%: less sweet and more intense.
• Dark chocolate around 90%: distinctly bitter and particularly suited to those who enjoy strong cocoa flavours.

Bear in mind that the percentage does not determine the entire flavour profile. Orange, hazelnuts, caramel or a smooth filling can significantly change the taste.

2. Ingredients, fillings and allergens

Check the ingredients list when looking for chocolate with hazelnuts, chocolate with caramel or a fruit variety. Do not rely only on the front of the packaging. For example, Lindt Excellence Caramel Hazelnut states that the bar contains at least 47% cocoa, as well as caramelised hazelnuts and caramel pieces.

For people with allergies, the allergen information is decisive. The products mentioned may contain the following ingredients or traces:

• Milk and lactose in many milk chocolate and filled varieties.
• Soya as an emulsifier in various bars.
• Hazelnuts, almonds and other nuts in nut bars and some varieties that may contain traces.
• Wheat, barley and gluten in products containing biscuits, wafers or malt extract.

A product description may differ from the packaging you receive. Always check the current label before eating the product, particularly if you have allergies or intolerances.

3. Weight, size and occasion

A 90 or 100 g bar is practical for one household or as a small gift. Larger 150 to 200 g formats are more convenient for sharing, but remain exposed to air and moisture for longer once opened.

When buying a gift, consider:

• a recognisable brand or an unusual flavour combination;
• individually wrapped pieces, as with Chocodate;
• a size suitable for the number of recipients;
• the best-before date and the condition of the packaging.

Store chocolate in a cool, dry place, away from direct sunlight and heat sources. A refrigerator can cause condensation, which may affect the texture and appearance. Always follow the storage instructions on the packaging.

Our recommendations by type of buyer

The selection below is based on verifiable information from the product descriptions, such as cocoa percentage, weight, ingredients and allergens.

Suitable for: Budget-conscious beginners

Lindt Excellence 70% Cocoa Dark Chocolate - 100 g

Why it suits this profile: A straightforward 100 g bar with 70% cocoa is an accessible way to try dark chocolate without going straight for a particularly intense variety.

How this product avoids the pitfall

The cocoa percentage is clearly stated, so you do not have to rely solely on the packaging or brand name.

Key benefit & advantages

100 g, at least 70% cocoa and a short ingredients list containing cocoa mass, sugar, cocoa butter and vanilla.

Suitable for: Shoppers looking for premium quality

Lindt Excellence 90% Cocoa Supreme Dark - 100 g

Why it suits this profile: Ideal if you are looking for a pronounced dark chocolate flavour and want to pair your chocolate with coffee, for example.

How this product avoids the pitfall

The high cocoa percentage makes it clear from the outset that this is not sweet milk chocolate.

Key benefit & advantages

100 g, 90% cocoa and, according to the product information, a very short ingredients list. May contain hazelnuts, nuts, milk and soya.

Suitable for: Specific uses & regular chocolate eaters

Tony's Chocolonely Milk Hazelnut - 180 g

Why it suits this profile: The 180 g size is ideal for sharing, keeping in the cupboard or enjoying as a more substantial snack.

How this product avoids the pitfall

The product information states both the weight and the minimum 32% cocoa and 10% hazelnut content, making the proportions more transparent.

Key benefit & advantages

Belgian milk chocolate with crunchy hazelnut pieces; contains milk, soya and hazelnuts.

Suitable for: Budget-conscious beginners

Lindt Lindor Milk Chocolate - 100 g

Why it suits this profile: If you want smooth milk chocolate with a melting filling, you get a clearly different product type from a classic chocolate bar.

How this product avoids the pitfall

The description explicitly mentions the smooth, melting filling and the 100 g weight.

Key benefit & advantages

Swiss milk chocolate with a smooth filling; contains milk, lactose, soya and gluten-containing cereals.

Frequently asked questions about buying chocolate

Which chocolate is suitable if I want to eat less sweet food?

Look for dark chocolate with a higher cocoa percentage, such as 70%, 78% or 90%. Also check the nutrition table. A higher percentage does not automatically mean the product will suit every taste; the bar may taste more bitter.

How should I store chocolate after ordering online?

Store chocolate in a cool, dry place, away from direct sunlight, heat and moisture. Keep the packaging properly sealed after opening. On delivery, check that the packaging has not been damaged and consult the label for best-before information.

Which chocolate is suitable as a gift?

A bar with an unusual flavour profile, a larger size or individual portions can make a suitable chocolate gift. Consider chocolate with hazelnuts, caramel, orange or dates. Check the allergens in advance and choose a size suitable for one recipient or a group.