If you’re looking for a practical guide to gauge the relative opulence and indulgence of your next chocolate intake, look no further than our Pyramid of Chocolate Brands. The first you might notice that the candy bars you might love such as Mars, Snickers, Bounty or Reese’s are linked to true gourmet chocolates from Thierry Atlan or To’Ak and anything in between. Chocolate is chocolate you might say, but surprise, surprise there might be a new chocolate world for you to discover.
The first thing you may notice is a lot of your premium chocolate you might commonly consider to be at the pinnacle of the chocolate pyramid, appear a lot further down than expected. Why is that? It’s because the top end of the market is open to greater variance once the cost restrictions are removed. Think organically sourced, 60%-70% cocoa content, unique and expensive flavour combinations, exquisitely hand-made and designed, chocolate boutiques, and individual wrapped bonbons.
Source: Jesta Freak
What you may also notice is a lot more unfamiliar names among the top tiers, which represent the importance of genuine uniqueness and exclusivity among the true luxury chocolate experience.
So, what is the bottom tier? You might have not guessed it, but these are the white labels and private supermarket labels selling chocolate bars. Most supermarkets use their own brand to strengthen the value of the chocolate they sell and use a low price point to compete with established brands. In contrast Lidl, Aldi and Viva have created their own chocolate brands respectively Fin Carre, Choceur and Chic N Choc, all priced at a relatively low price. We are not only seeing chocolate bars under the private label brands but also alternative versions to well-known candy bars.
This brings us to the mass market chocolate that represents individual candy bars such as your Mars, Twix, Maltesers, M&Ms, Snickers, KitKat often found close to the check-out counters at the supermarket. These well-known brands represent a way to save money on chocolate and still provide an enjoyable experience. Noticeable is that the chocolate experience is combined with sugar, milk, nuts, and biscuit, for instance. Reducing the actual chocolate content to a minimum.
But somehow, these candy bars, provide a premium experience to many of us and love for these bars is measured in the millions with 200 million bars sold alone by Mars in the United Kingdom and Ireland every year.
The next level above is the so-called refined mass market chocolates. The chocolate experience includes those brands that are proper chocolate blocks or bars such as Hershey, Verkade, Lindt, Ritter Sport (see our article on the brand) and Galaxy/Dove. These price-quality options provide more of a traditional chocolate experience, including milk and dark chocolate, with various nuts or chocolate mix combinations. They are well-known global chocolate brands found in most countries in the world and in your supermarkets.
The next category, premium chocolates, these are mass produced chocolates but clearly have obtained a premium position in the market through the price point but also location in the supermarket shelves, and the brand association. The brands are global with well-developed image whose names and reputation provide quality chocolate reassurance to prospective guests.Â
These chocolate brands define the chocolate experience for the consumer such as Ferrero Rocher, Merci, Guylian, Tony Chocolonely, for instance. Each chocolate brand has its distinct identity, but there are some common themes in their brand messaging. These include the emphasis on quality, unique experiences, and emotional connections. Whether it’s through luxury, gratitude, craftsmanship, or social responsibility, these brands strive to resonate with their target audiences by conveying their core values and aspiration.
The next category is the Aspirational Luxury Chocolate. These brands continue to be manufactured primarily using substantial production methods. You will notice the prominence of more rarified brands, such as Valrhona or Charbonnel et Walker which many people may not be familiar with in their native countries.
These chocolates are often encased in
opulent packaging, coming in various forms and different flavours, are
available both in bar form and as individual chocolate pieces. These chocolate
treats can often be purchased in dedicated branded and specialized chocolate
centres such as Godiva, Leonidas or Venchi chocolate boutiques. Although luxury
in classification many are still short of the true luxury chocolate experience.
The next tier are the supreme luxury chocolates. Brands include the Patchi, Neuhaus, Royce, Laderach, La Maison du Chocolate, and Richart. These renowned brands are synonymous with exquisite chocolate craftsmanship and delectable creations. The chocolates are often elegantly packaged, offering a touch of luxury to each indulgent experience. These delectable chocolates are available in various forms, including bars and individually crafted pieces, allowing customers to savour their favourite treats in a way that suits their preferences. You can find these chocolates in dedicated chocolate boutiques, where the brand’s commitment to quality and innovation shines through. Perhaps a valid question: Are these chocolates handmade? They are priced at the top end of the market.
Lonely at the Top
The summit of chocolate brands is led by four chocolate labels you almost certainly haven’t heard of: Thierry Atlan, To’Ak, Debauve & Gallais, Knipschildt Chocolatier. What makes these brands so special?Â
Thierry Atlan is renowned in the world of chocolates, and he stands out as an accomplished chocolatier and pastry chef. He is celebrated for his impeccable artistry, inventive blending of flavours, and captivating chocolate presentations. With a genuine dedication to using top-tier ingredients, Thierry Atlan’s creations offer a distinctive and delightful chocolate journey.
To’Ak has made a distinct mark as a luxury chocolate brand, specializing in crafting some of the world’s most exceptional and rare chocolates. Their reputation rests on a meticulous approach to sourcing Ecuadorian cacao beans and their steadfast commitment to preserving the original cacao varieties. Through limited-edition bars, To’Ak artfully showcases the distinct flavours that various cacao origins offer, demonstrating a comprehensive dedication to the entire chocolate-making process.
Steeped in history, Debauve & Gallais is an esteemed chocolate house tracing its origins back to 18th-century Paris, France. The brand is synonymous with crafting top-notch chocolates, pralines, and confections. A favoured choice of French royalty, including King Louis XVI and Marie Antoinette, Debauve & Gallais boasts a legacy of excellence and refined taste.
Finally, Fritz Knipschildt who founded Knipschildt Chocolatier. The brand has made a name for itself by creating artisanal and luxurious chocolate experiences. Notably, the brand gained global attention for producing the “La Madeline au Truffle,” one of the world’s most high-priced chocolates. With an innovative approach to flavours, impeccable artistry, and a keen eye for detail, Knipschildt Chocolatier continues to set a standard of excellence in the world of chocolate craftsmanship.
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