/ Doug's Chocolate Republic /
Review: Ikea Dark Chocolate
Ikea Dark Chocolate
Posted: 25 October 2012
Ikea's 60% Dark Chocolate, very simply packaged in a dark brown wrapper with the word dark chocolate translated into various languages, is something to write to perhaps a Facebook friend about.
The bar winds up comparable to other tasty in-house brands I've sampled from Big C, Carrefour, and Tesco, all similarly using some German or French manufacturer to execute.
price/gram: USD 0.01
Cocoa %: 60
The last and only time I set
foot in an Ikea, I was outfitting a tiny subletted room in
Stockholm, Sweden. Sweden is where Ikea was founded in
1943. Almost a year ago to the day, Ikea opened up its
first store in Bangkok, part of a wider Asian expansion
that's been going on over the last decade.
My family got a chance to
visit the new store on the way back from a vacation a
few days ago. We had rented a car and my wife remarked
that it would be a good time to load up on some of the
inexpensive household items Ikea is known to hawk.
Little did I know that Ikea would also be selling European
chocolates at stellar prices.
See, outside all the tills at
any Ikea store are refreshment stands and a Swedish grocery
store selling specialties of Sweden, things like lingon
jams, Swedish meatballs, crackers, and chocolates. As of 2008, as Ikea's
worldwide presence grew markedly, Ikea stopped stocking well known Swedish brand names
such as Cloetta, Abba, Kalle, and Goteborgskex in
their grocery. Their official claims for doing so were
to control the recipes and quality. We know the
real reason, don't we? There were bigger profits to be had
selling self-branded items. This move
effectively ousted Marabou,
Sweden's best known chocolate brand, off the Ikea shelves,
saving countless lives.
I doubt anyone noticed.
Outside Sweden, no one has heard of Marabou, and after
tasting it, no one should care. I had the chance to
re-try Marabou bars a year-and-a-half ago when the then
girlfriend, now wife, of a kiteboarding ace brought back a
few Marabous from Sweden for me to try. Now
owned by Kraft, Marabou bars are nothing to fax Sweden or
your grandmother about.
On the other hand, Ikea's 60%
Dark Chocolate, very simply packaged in a dark brown wrapper
with the word dark chocolate translated into various
languages, is something to write to perhaps a Facebook
friend about. Ikea outsources the production to some
unnamed German manufacturer. Any country in the
European Union must count as Sweden as far as Ikea is
concerned. Is it a dark chocolate
bar that will rock your world? No. But neither
would a Ritter Sport,
and the prices Ikea is charging -- slightly more than USD 1
but for a large 100 gram bar -- it ends up cheaper and
better for the palate to get your hands on an Ikea Dark
Chocolate. The bar winds up comparable to other
tasty in-house brands I've sampled from
and Tesco, all similarly using some German or French
manufacturer to execute.
It's probably a big stretch
for Ikea to call this "Swedish chocolate." The Thais
scooping these into their grocery carts didn't mind.
And neither should you. If these show up at 7 11 at
the same prices, say sayonara to those Meiji