01MYTH
“Higher percentage always means better”
Percentage measures cacao-derived ingredients, not balance, bean quality or craft. A nuanced 60% can easily outshine a blunt 85%.
Verdict: it’s more interesting than that.08
Myth / NuanceUnwrap the
Unwrap the
easy answers
Chocolate is full of tidy rules. Most become more useful when you add one sentence of nuance.
02MYTH
“White chocolate is not chocolate”
White chocolate contains cocoa butter but no non-fat cocoa solids. Standards vary, yet well-made white chocolate is genuinely rooted in cacao.
Verdict: it’s more interesting than that.03MYTH
“Belgian or Swiss always means best”
These traditions matter, but a country name is not a sensory guarantee. Recipe, freshness, sourcing and maker skill still decide the experience.
Verdict: it’s more interesting than that.04MYTH
“Single-origin is always superior”
Origin chocolate can illuminate place. A skillful blend can offer balance, complexity or consistency; neither format owns quality.
Verdict: it’s more interesting than that.05MYTH
“Bitterness means quality”
Cacao is naturally bitter, but harshness may reflect genetics, fermentation, roast or recipe. Quality is integration—not a toughness contest.
Verdict: it’s more interesting than that.06MYTH
“All dark chocolate is dairy-free”
Some recipes contain milk fat, and shared equipment can introduce traces. Anyone avoiding dairy should read ingredients and allergen statements.
Verdict: it’s more interesting than that.07MYTH
“Cocoa and cacao always mean different things”
Usage varies by language, brand and context. ‘Cacao’ does not reliably prove rawness or superior processing.
Verdict: it’s more interesting than that.08MYTH
“Expensive chocolate is always ethical”
Price may pay for rare cacao, tiny batches, packaging or positioning. Ethical claims need evidence about value distribution and working conditions.
Verdict: it’s more interesting than that.