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Home / Doug's Chocolate Republic  /   Review: Butlers Hazelnut

     
Butlers Hazelnut 
Posted: 4 March 2012    4.5 
Butlers Hazelnut  Everyone is making a hazelnut nowadays. If you're going to compete head on with a mainstream combination and bill yourself as a luxury chocolate maker, then the amount and/or roasting process of your hazelnuts had better be superior to the competition.   Butlers' milk chocolate is average at best, too much on the sweet side, and though its roasted hazelnut content is listed at 20%. I wasn't choking on the number of hazelnuts going down my throat.  A disappointment.    
Avg price/gram: USD 0.03   Cocoa %: 32 Size: 100g   
       


Things only get worse for Butlers.  They started out high in the sky with the Mixed Berry Butterscotch was only slightly above average.  Now we come to a mainstream combination, a Hazelnut.         

Everyone is making a hazelnut nowadays.  If you're going to compete head on with a mainstream combination and bill yourself as a luxury chocolate maker, then the amount and/or roasting process of your hazelnuts had better be superior to the competition.  Your chocolate should be better crafted.  Hazelnut milk chocolate bars are a very, very crowded segment.  Give me a reason to remember you!       

Butlers doesn't.  Its milk chocolate is average at best, too much on the sweet side, and though its roasted hazelnut content is listed at 20%. I wasn't choking on the number of hazelnuts going down my throat.  One word, mates.  A disappointment.      

Adding to the disappointment was the high expectations.  Butlers has been around since 1932.   We're told that they're still Marion Bailey-Butler's treasured recipes.  (Right.  Just like Kentucky Fried Chicken really uses Colonel Sanders' homestyle recipes, but in bulk).  At the same time, we're meant to believe this little homestyle chocolate outlet uses the finest ingredient as they make a bid to franchise to Karachi, Pakistan and beyond.

Doug's Chocolate Republic's take on events? Marion Bailey-Butler probably did fashion decent homestyle chocolates relative to 1930's Irish standards and became a local, but small scale, institution in Ireland. Seamus Sorensen saw an opportunity to take over the operation in 1959 during Marion Bailey-Butler's twilight years, but didn't do much in the way of expansion. Enter the decadent 1980's. Capitalism was king. Mergers, acquisitions, blow jobs in the back of limos, were the talk of the town. Sorensen's kids are thinking that Butlers had better get big or get out. They hype the feel-good roots of the operation, despite "Sorensen's" Chocolates having nothing much in common anymore with Marion Bailey-Butler's original operation. Websites, cafes, and worldwide franchises follow.

Good luck to Butlers on their expansion plans. And good luck to you sourcing a better chocolate bar for snacking.


If you liked reading this, consider savoring these reviews:
 Guylian White & Hazelnuts from Belgium -- 28% cocoa solids
 Meiji Black from Japan -- 43% cocoa solids
 The Complete Chocolate Republic Index


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  Hazelnut from Butlers, makers of milk chocolate. Do you like Irish milk in your chocolate? Join the Chocolate Republic in the tasting of chocolates from Ireland, my man.