Our Cacao Manifesto
You can have chocolate made with less sugar, which tastes better and does the right thing by the people who grow it. Accept nothing less.
Many chocolate manufacturers load their chocolate with cheap sugar. In fact, most mainstream “chocolate” contains more sugar than cocoa, leaving you feeling sluggish, depleted and unsatisfied. Flip it over and check the ingredients – if sugar is listed first, it’s not chocolate, it’s confectionery.
What More Cacao, Less Sugar means to you
- Your chocolate tastes – frankly – more chocolatey. Because it contains more of what makes it chocolate: cacao.
- Our principle is that cacao should be the lead ingredient, not sugar.
- Your chocolate is packed with cacao, rather than empty sugar calories. See for yourself whether it satisfies with less.
- The smooth, creamy flavour lingers on while the cacao makes you feel focused, energised and on top of the world.
- All the cacao in your chocolate is 100% Engaged Ethics
Why does some chocolate leave you feeling sluggish, depleted and unsatisfied? Many chocolate manufacturers load their chocolate with sugar. In fact, most mainstream ‘chocolate’ contains more sugar than cacao. Flip it over and check the ingredients – if sugar is listed first, it’s not chocolate, it’s confectionery.
‘More cacao, less sugar’ are words we live by around here. But what difference does that make to you? It’s a matter of quality, satisfaction, taste and ethics.
Sugar in chocolate is frequently in the headlines – and rightly so. Today, a typical bar of the UK’s best-known milk chocolate is 56% sugar, compared to just 20% cacao.
So why might many chocolatiers load their chocolate with sugar instead of cacao?
- Sugar is 10 times cheaper than cacao
- It’s addictive.
- It masks the taste of cheap or old cacao beans.
All chocolate makers have to act on lower sugar guidelines, but often the response is simply to reduce the size of your chocolate, rather than going back to making real chocolate instead of sugar-laced confectionery. In contrast, our house chocolate grades contain cacao percentages of 36% (white), 40% and 50% (milk), 65%+ (Supermilk) and 70%+ (dark).
We’re not pretending that it’s one of your five-a-day, but we do find the cacao hit of high-cacao chocolate means it takes less to keep you satisfied than low-cacao options. Try it and decide for yourself.
Your taste experience
High levels of sugar dull the flavours of cacao, denying you all those nuanced notes such as citrus, red and yellow fruits, brownie, coffee and more. It’s the chocolate equivalent of taking a beautiful single-malt whisky and topping it up with ginger beer.
That dulling effect also masks the quality of the cacao. Since you can’t taste those subtle notes, chocolatiers are free to use a lower-quality, less expensive cacao. When you rake back the sugar, the cacao sings – so it has to be the best.
As we’ve established above, low-cacao chocolate can use less, lower-quality, cheaper cacao than high-cacao chocolate. This cheaper cacao then removes value from the supply chain, so it can contribute to holding farmers in poverty.
Those of you who know us know we won’t stand for that. 100% of our cacao is Engaged Ethics, because cacao growers deserve as much respect as the growers of grapes for wine.
More cacao, less sugar has been our mantra for over a decade. It informs every recipe we create, and always will.