Best chocolate brands

Which are the best milk and dark chocolates on supermarket shelves? We put 24 of them to the all-important taste test.
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01.Best and worst milk chocolates


We taste tested 11 plain milk chocolates (we also tested 13 plain dark chocolates if that's your thing). With the exception of Haigh’s Premium Chocolates (included to provide a comparison to a boutique brand), all the milk chocolates in our test are available at the supermarket, ranging in price from $1.25 to $4 per 100 grams.

While we found some standout best and worst chocolates, it's also apparent chocolate is a highly personal treat. Even our expert chocolate tasters couldn’t agree among themselves which were good and which weren’t. 

Overall best milk chocolate

milk chocolate Lindt Excellence extra creamy

Lindt Excellence Extra Creamy Milk Chocolate
Price (per 100g): $3.89

Lindt Excellence Extra Creamy milk chocolate best brand overall winner

Our panel and experts agreed this was the best of the bunch, with 27% of the panel saying it was their favourite. The experts agreed the texture was creamy and smooth.

“Melts quickly but a slimy texture. Good caramel notes”. – Jodie

“Nice, strong aroma. Good balance of milk and sweetness. My favourite of the range.” – Rebecca

Everything you can ask for in a milk chocolate

The CHOICE panel also said this had a good balance between sweetness and flavour, was light and fruity with a good chocolate flavour and a creamy, smooth texture with a good melt. 

“Everything you can ask for in a milk chocolate – flavour, sweetness, creamy. Yum.” – CHOICE panellist

A good all-rounder that ticks all the boxes for a readily available milk chocolate. But it’s also one of the most expensive chocolates we found. 

Best budget buy

milk chocolate Coles homebrandColes Milk Chocolate
Price (per 100g): $1.35

milk chocolate coles home brand score

At less than half the price of the Lindt Excellence Extra Creamy Milk Chocolate, this was a close runner-up for the lay panel, with 22% saying it was their favourite. It came in equal third among the experts. 

“OK for a mass manufactured chocolate, but little depth of flavour.” - Jodie

OK for a mass manufactured chocolate
- Jodie Van Der Velden, chocolate expert

The CHOICE panel liked this on the whole saying it had a smooth, creamy texture but lacked cocoa flavour and noted that it tasted “commercial”.

“This was nice, inoffensive chocolate. It doesn’t taste particularly gourmet but it was nice enough.” – CHOICE panellist

OUR VERDICT? A good-value alternative.

The worst milk chocolates

milk chocolate Woolworths Select homebrand Woolworths Select Milk Chocolate 
Price (per 100g): $1.35

milk chocolate Woolworths Select homebrand scoreA standout loser. It ranked as the worst chocolate by both experts and the CHOICE panel with an overwhelming 48% calling it their least favourite. The experts thought this was overly sweet, lacked flavour and aroma and had a grainy texture.

“Good if you are on a diet – it's so awful you’ll only eat one piece.” – CHOICE panellist

So awful you’ll only eat one piece

OUR VERDICT? Don’t waste your money.

milk chocolate Haigh's premiumHaigh’s Premium Milk Chocolate
Price (per 100g): $9.50

milk chocolate Haigh's brand score
At $9.50 per 100 grams, you’d expect this one to stand out

At $9.50 per 100 grams, up to seven times the price of the supermarket chocolates, you’d expect this one to stand out. But it came second last with the CHOICE panel, and the experts didn’t rate it too highly either, saying that while it melted well, it had a grainy texture. None of the CHOICE panellists said it was their favourite, and eight per cent said it was their least favourite chocolate. 

“Not bad, but not great either.” – CHOICE panellist

OUR VERDICT? You can do better for much less.

Milk chocolate results

Experts' average score
Jodie's score Tina's score Rebecca's score CHOICE panel's score Price per 100g*
Lindt Excellence Extra Creamy Milk Chocolate 7.3 7 6 9 7.5 $3.89
Green & Black’s Organic Milk Chocolate 6.7 8 5 7 4.7 $4.00
Coles Milk Chocolate 5.7 5 6 6 6.8 $1.35
Just Organic Fairtrade Milk Chocolate (Aldi) 5.7 5 7 5 6.2 $2.29
Choceur Milk Chocolate (Aldi) 5.3 4 5 7 6.2 $1.25
Lindt Creamy Milk Chocolate 5.2 8 3.5 4 6.1 $2.99
Haigh's Milk Chocolate 4 6 3 3 4.7 $9.50
Cadbury Dairy Milk 3.7 5 2 4 5.1 $2.18
Moser Roth Milk Chocolate (Aldi)
3.7 5 4 2 6.6 $2.15
Whittaker's Creamy Milk Chocolate 3 3 1 5 5.9 $2.15
Woolworths Select Milk Chocolate 3 3 1 5 3.4 $1.35
 *Based on store prices in Sydney in February and March 2014

Meet our chocolate experts

chocolate expert tester judge Jodie Van Der Velden Josophan's Chocolates     chocolate expert tester judge Tina Vamvoukakis Adora    chocolate expert tester judge rebecca kerswell Coco Chocolates
 Jodie Van Der Velden is the Chief Judge at the Sydney Royal chocolate competition and owner of Josophan's Fine Chocolates.    Tina Vamvoukakis is the manager of Adora Handmade Chocolates in Sydney and has making chocolates for almost 20 years.    Rebecca Kerswell is the owner of Coco Chocolates in Mosman.

Chocolate test method

A panel of 31 CHOICE staffers and members tasted the 11 milk chocolates along with three experts. Brand names were disguised as best as possible. Each tester gave the chocolates an average score from 1-10, taking into consideration appearance, aroma, texture and taste.

See our dark chocolate taste test results. Or learn more about buying good quality chocolate.



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