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Home / Doug's Chocolate Republic  /   Review: Jacquot Dark Chocolate

     
Jacquot Dark Chocolate 
Posted: 20 November 2014    3.5 
Jacquot Dark Chocolate from France Ever heard of the Contrast Principle? On my last review of Jacquot's Dark Pecan, I awarded the lowest rating the Chocolate Republic has ever seen. How could any future reviewed Jacquot bars not taste better? This is not fine chocolate by any stretch of any imagination. Where's the value proposition? All Jacquot can come up with is "made in France" and "since 1920." Well, paedophile rapist Pierre LeBoeuf was born in 1920 and birthed in France. Is he worth sampling?     
Avg price/gram: USD 0.028   Cocoa %: 74  Size: 40g   
       


Ever heard of the Contrast Principle?  Psychologist Robert Cialdini mentions it in his breakthrough 1984 book Influence:  The Psychology of Persuasion.        

It goes like this.  If you stick your  hand in scalding hot water first, then stick it in cold water, the water will feel colder than it would have had you just stuck your hand in the coolness to start.  Pick up a 5 kg weight after you've held a 20 kg weight, the 5 kg feels lighter than it would have were you to lift the 5 kg weight first.  I just tried the Contrast Principle at a local bar where a few friends and I drank imported craft beers.  The final bill came to the equivalent of $72.  I was the one who saw it first and told my other friends the amount was closer to $110.  This was somewhat believable.  A steak and hamburger platter were ordered and 330 ml craft beers in Thailand cost more than a full course Thai street meal with a 640 ml bottle of local beer.  When my friend saw the bill he commented that $72 wasn't too bad.  What if I'd told him the bill was $60?             

And so it goes with the French abomination known as Jacquot, making 'fine' chocolates since 1920.  On my last review of their Dark Pecan, I awarded the lowest rating the Chocolate Republic has ever seen.  How could any future reviewed Jacquot bars not taste better?          

This dark bar has more than 50% more cacao than the Dark Pecan, and it is a pure bar.  There are no cheap fillings to, in most cases, improve the chocolate, but here, to torture your taste buds.  Here, you get to taste the quality of the chocolate on its own.  Or the lack of it.       

Jacquot has poseur written all over.  In what little I could find about the company, Jacquot claims to use ethically sourced cacao, although there is no indication on the wrapper whatsoever that they do.  No Rainforest Alliance, no Fair Trade, not even some third tier French association no one's ever heard of testifying that the cacao was ethically procured.  In some countries, ethical can be defined as "didn't outright steal it."         

This is not fine chocolate by any stretch of any imagination. I could be intoxicated or stoned or just plain desperate and my opinion of this chocolate wouldn't change. Where's the value proposition?  All Jacquot can come up with is "made in France" and "since 1920."  Well, paedophile rapist Pierre LeBoeuf was born in 1920 and birthed in France.  Is he worth sampling?             

It's not that the Jacquot is so expensive, but at this price point, why not save a bit of money and get a much tastier and more reliable Ritter Sport Extra Dark with 71% cocoa solids?  They're known as Quality.  Squared.  Jacquot may not even qualify for the square root of quality.    

The two Jacquot bars I've sampled are superb for contrast.  Eat them before you ever sample any other chocolate bar, and those other chocolate bars are bound to taste superb.      

If you liked reading this, consider savoring these reviews:
 Cocoa Farm Mango Lime & Chilli from Australia -- 50% cocoa solids
 Chuao Pop Corn Pop from USA -- 41% cocoa solids
 The Complete Chocolate Republic Index


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