A survey of 60 million consumers on chocolate bars delivered surprising results.
Is your favorite chocolate, to be eaten at Easter like all the rest of the year, really the best for you and your wallet? With the diversity of brands, types and even fair trade labels, finding the perfect tablet can be a real challenge. Fortunately, 60 Million Consumers conducted the survey at the end of 2023 to help us. The magazine sifted through the major brands available in all supermarkets before comparing three major categories: dark chocolate, milk chocolate and hazelnut chocolate, the three most popular types in France.
The result of this investigation may be surprising. Lidl, already well evaluated in numerous qualitative studies, shined at the top of the ranking of dark chocolates. On the other hand, a world-renowned brand took last place in the ranking of milk chocolates: Lindt, the famous Swiss company, recognized for the quality of its products and its attractive advertisements.
Lindt, with its gourmet varieties such as crème brûlée or salted caramel, has won the hearts of chocolate lovers. Its range is varied, the packaging is careful and the brand image is solid. However, its milk chocolate did not succeed in seducing the jury of 60 Million Consumers. Despite its high price (13.95 euros per kilo, the second most expensive in the panel), Lindt milk chocolate obtained mediocre results in all the criteria analyzed: sugar content, fiber, proteins and fats.
Lindt chocolate is labeled “Lindt Cocoa Farming Program”. Although this label is an advantage according to 60 Million Consumers which gives bonus points to chocolates thus stamped “fair trade”, the magazine emphasizes that it is not controlled by independent organizations like other chocolates can be, which raises questions about the specifications.
Among its direct competitors, Lindt ranks far behind. Côte d’Or, cheaper (11.95 euros per kilo) comes 3rd and Milka (7.30 euros per kilo) is 5th. They surpass the Swiss giant, last behind Poulain and the private label tablets of Carrefour, Leclerc, Auchan and Monoprix. The tablet tested by the panel was “Lindt Excellence, Extra Melting Milk”. A positive aspect: a low lecithin content, a substance often used to improve the texture of chocolate.
When choosing your tablet, one last little tip: keep a close eye on the labels, scan the list of ingredients, and be wary if it seems long to you. This is one of the ways to easily ensure that your favorite chocolate meets your criteria of quality, taste and budget.