Trader Joe’s grocery store started in the 1950s as Pronto Markets convenience stores. It wasn’t until 1967 that the name changed to Trader Joe’s, and they found their niche selling hard-to-find foods under their own brand name.

According to their website, www.traderjoes.com, one of their most important advantages over other stores is their commitment to value... Great product for a great price.

They definitely follow through on that promise where chocolate is concerned. I bought an 85% Trader Joe’s Chocolate Lover’s bar for $1.69!

How Did I Like This Dark Chocolate Lover's Bar?

The aromas coming from the chocolate are strong. Vanilla is especially intense and very recognizable right at the opening of the package. A rich aroma of fudgy cocoa notes quickly follows.

The chocolate is deeply fruity throughout. The chocolatey and vanilla notes are also quite prominent with a bitter, astringent finish. Some nutty notes, mixed with toast and coconut, come off at the top, but you have to be paying attention to find those.

The chocolate is smooth in texture and melt, but there is another element lurking in the background that’s hard to describe. I’ve tasted many different brands of chocolates at 85% or higher, and most if not all are “thin,” melting fast enough that you can feel the slippery cocoa butter.

The TJ bar has a moderate melt, and I wouldn’t call it “thick” but you don’t get that slippery butter feeling. Some people might describe it as chalky, but I wouldn’t go so far as to say that. Like I said, I find it hard to describe!

Perhaps the origin of the chocolate has something to do my uncertainty. I’m not familiar with the tasting profile of chocolate from the Tumaco region of Colombia, South America.

I am familiar with most of the growing regions in Ecuador, and from what I’ve read, the cacao grown in this area of Colombia is closely related to the cacao of Ecuador. The massive fruity notes I detected certainly connect the two. I certainly wouldn’t be surprised if the texture of this chocolate is part of the Tumaco terroir.

I score the Trader Joe’s Dark Chocolate Lover’s 85% chocolate high. It is a very good chocolate at an excellent value. It is the exception to my Chocolate Rule of Thumb; the cheaper the chocolate, the more inferior tasting.

I’m glad this one doesn’t play by the rules!

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Bryn Kirk

Course Facilitator at Chocolate University Online

Bryn worked for nearly 10 years in a research and product development for Ambrosia Chocolate Company in Milwaukee, Wisconsin. Now she develops all of the CUO lessons and coaches the members of the Primal Chocolate Club.

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