A blind taste test of 20 supermarket milk chocolates has revealed a surprising winner: a $3.99 block from Aldi, while some expensive brands were heavily criticised. The test was conducted by Nicholas Jordan and ten friends, who scored each chocolate on texture and taste without knowing the brand.
The winner was Choceur, sold at Aldi for $3.99. Tasters described it as well balanced, comforting, malty, creamy and dense. One wrote: “HOW MILK CHOC SHOULD TASTE.” The result shocked participants, who had never considered buying the brand before.
At the other end of the scale, expensive offerings fared poorly. One was likened to “biting into a candle”, another to “soy milk from 2002”. The test highlighted how brand loyalty can cloud judgment: the organiser admitted he found himself looking for positives in expensive brands while assuming cheap ones had synthetic additives.
Among the other top scorers were Koko Black Moreish Milk ($12.99), praised for its texture and vanilla notes, and Ritter Sport Alpine Milk Chocolate ($4.69), which impressed with a hint of hazelnut paste. Whittaker’s 33% Cocoa Creamy Milk ($8 for 250g) also performed well.
Nine products, mostly vegan and sugar-free, were cut from the final results after scoring poorly. The test suggests that shoppers could enjoy tastier – or at least cheaper – chocolate by setting aside brand preconceptions.
