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Home / Doug's Chocolate Republic  /   Review: Elite Milk Chocolate

     
Elite Milk Chocolate 
Posted: 13 May 2015    5.0 
Elite Milk Chocolate from Israel By now, critics could be calling me anti-semitic for not listing an Israeli chocolate.  Well ... if the Israelis were known for chocolate.  Elite is what I call Nostalgia Chocolate. Israelis will swear by it because it evokes childhood memories of snacking on a milk chocolate bar while bombs were being dropped on the Negev nearby. Want to join the ranks of the elite? Don't eat Elite.               
Avg price/gram: USD 0.021   Cocoa %: 30  Size: 100g  Israel chocolate 
       


It's about time the Chocolate Republic got an Israeli chocolate in the database.  By now, critics could be calling me anti-semitic for not listing an Israeli chocolate.      

Well ... if the Israelis were known for chocolate.    

I am sure somewhere in Israel someone is making ultra high quality chocolates.  Too bad it ain't Elite.          

Disclaimer:  I tried Elite chocolate decades and decades ago, both in the US and in Israel.  As my taste buds have matured since then, I was able to completely disregard any former opinion I had about Elite (which was so unremarkable as to be nonexistent) to form a brand new option (which is so unremarkable as to be nonexistent, except I have to now print my opinion here).         

Elite is manufactured by the Strauss Group, a 2004 merger between the two companies Strauss and Elite.  Strauss was founded in the 1930's as a commercial dairy by German Jewish immigrants.  Elite's history is as a candy company, founded in 1918, by Russian Jews.         

Elite and Strauss had one thing in common.  They were both branded monopolies by the Israel AntiTrust Authority.  Monopolies in a key commodity market (i.e. chocolate) usually don't mean orgasmic quality. And in the case of this company, Israelis were in an uproar that some of this company's chocolates were available cheaper in shops in England and New Jersey than in its native land.        

Elite is what I call Nostalgia Chocolate. Israelis will swear by it because it evokes childhood memories of snacking on a milk chocolate bar while bombs were dropped on the deserts nearby.  This is no different than Swedes standing by Marabou, their country's mediocre flagship brand now owned by Kraft.  (Swedes like to forget that last bit).  Americans would probably go to war and sacrifice their lives if Hershey were at stake.  In all these cases and in cases not mentioned, the brands are catering to the lowest common denominator.      

I'll give some credit to Elite. Back in 1985, when I first ate an Elite bar in Israel, carob bars would probably rank as better tasting. I had just come from Holland and the Droste chocolates there wiped the Elite chocolates across the floor, the wall, and the toilet bowl. Today, Elite actually enters my digestive tract without causing me to regurgitate.

Strip away the cultural connection (if you have any), and this is average chocolate produced by another conglomerate which likely hinders the distribution of chocolate that industrious Israelis could probably produce if a) they wanted to  b) anyone cared   c) they weren't mouthing patriotic praises to Elite.

Want to join the ranks of the elite? Don't eat Elite.

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 The Complete Chocolate Republic Index


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