This is the second newsletter in our Chocolate 101 series. Last time, we explored what legally qualifies as chocolate in Canada. This time, we're looking at the two most common ways chocolate is classified: type and percentage.
The first classification is chocolate type. While there are endless flavour combinations and inclusions, nearly all chocolate falls into one of three categories:
The second classification is chocolate percentage.
Chocolate percentage refers to the amount of cocoa ingredients—cocoa solids and cocoa butter—in a chocolate product, expressed as a percentage of the total recipe. For example, a 70% dark chocolate bar means that 70% of the bar is made up of cocoa ingredients, while the remaining 30% is typically sugar and, in some cases, milk or other flavouring ingredients.
In general, higher-percentage chocolates contain more cocoa and less sugar, resulting in a more intense chocolate flavour and lower perceived sweetness. Lower-percentage chocolates tend to be sweeter, creamier, and milder in flavour because they contain a greater proportion of sugar and other ingredients.
Understanding chocolate percentage helps explain why two bars can look similar but taste completely different, even when they are made from the same cacao beans.
As a bean-to-bar chocolate maker we get to control every stage of production to create balance between bitterness, sweetness, acidity, and texture. We begin by selecting cacao beans with distinct flavour profiles—some naturally fruity and bright, others rich, nutty, or earthy. From there, we determine how much sugar and cocoa butter to include, shaping both the flavour intensity and the mouthfeel of the finished chocolate. By adjusting each of these elements rather than relying on pre-processed chocolate, we can craft a final product that is carefully balanced and intentionally designed.
Understanding chocolate type and percentage helps explain the differences between chocolate bars and the role that ingredient choices play in shaping the final product.