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Is all chocolate the same? Go to any grocery store and you’re going to find at least two, probably more, different brands to choose from. Naively, I thought if I was using 100 percent cocoa chocolate (aka unsweetened chocolate), it wouldn’t matter. I was wrong.
The Chocolate
I wanted to find out if there really was a difference in how brownies baked, tasted and looked if the only thing we changed was the brand of chocolate. So I rounded up five different brands of unsweetened chocolate from some stores around our office and got to work.
The brands we chose were:
Hershey’s 100% Unsweetened (4 oz. package)
While many stores in our area carried Hershey’s cocoa powder, it took a few trips to find a store carrying the baking bars.
Scharffen Berger 100% Unsweetened – 9.7 oz. package
The package size of 9.7 oz. (275 grams) seems geared towards Europeans. You’ll need a kitchen scale to measure the right amount since they don’t mark their bars into ounce-sized sections.
Guittard 100% Unsweetened – 6 oz. package
Their chocolate chips are fairly easy to find, but the bars tend to be found at higher-end retailers, at least in the Milwaukee area.
Baker’s 100% Unsweetened – 4 oz. package
Hands down, this is the most widely available brand on the market and is probably the brand your grandmother used in her baking.
Ghirardelli 100% Unsweetened – 4 oz. package
This San Francisco-based chocolate company is my go-to, and it is available at most grocery stores.
Prices varied from a low of $0.58 up to $1.15 per ounce. However, looking at other retailers across the country, I found prices differed pretty dramatically. Just like fruits and vegetables, price depends a lot on where the cocoa is grown and if it was a good year for that location.
Photo: Taste of Home
The Test
I grabbed our Chocolate Fudge Brownie recipe and headed to the Test Kitchen.
To make the test as fair as possible, I made sure the only thing changing was the brand of chocolate: same baking pans, same oven and same mixer. I even went as far as weighing out the flour so I knew each batch would have exactly the same amount. (FYI, 1 cup of all-purpose flour weighs 125 grams.)
The first big difference I noticed when I pulled the brownies out of the oven was, well, nothing. The color, height and crust all looked the same. After cooling slightly, we dug in and saw the interiors were also too close in texture and color to notice any significant difference. However, in the blind tasting, our first panel of Test Kitchen experts really noticed differences in the flavor.
It was close but we soon zeroed in on Guittard as our favorite. All agreed it was rich and intensely chocolaty. I thought we had a clear-cut winner but that quickly changed. On a hunch, I put all the remaining brownies in our cafeteria and asked our editorial staff to taste and rank them, keeping the chocolate brands a secret. Low-and-behold, their top choices were actually opposite of what the Test Kitchen team chose. After a fair amount of sleuthing around, I think I hit upon the answer.
When I talked to everyone on the first tasting panel, I learned they all prefer to eat dark chocolate if given a choice. However, the second tasting panel overwhelmingly loves milk chocolate.
Get more brownie recipes
Ultimate Double Chocolate Brownies
As someone who grew up in the country, I love getting out into nature whenever I can. I also love home-style recipes, including these yummy brownies. —Carol Prewett, Cheyenne, Wyoming
Go to Recipe
Chocolate Mint BrowniesOne of the best things about this recipe is that these mint chocolate brownies get moister if you leave them in the refrigerator for a day or two. The problem at our house is that no one can leave them alone for that long! —Helen Baines, Elkton, Maryland
Caramel BrowniesI love to cook. My family can't possibly eat all the sweets I whip up, so my co-workers are more than happy to sample them—particularly these rich, chewy caramel brownies that are full of gooey caramel, chocolate chips and crunchy walnuts. —Clara Bakke, Coon Rapids, Minnesota
Chocolate Syrup BrowniesThese chocolate syrup brownies are a favorite for summer picnics. I received the recipe from a dear friend many years ago, and I still make it at least once a month. Whenever I'm asked to bring a dessert to an outing or I want to send a treat to a neighbor or friend, I prepare these wonderful bars. —Goldie Hanke, Tomahawk, Wisconsin
Frosted Fudge BrowniesA neighbor brought over a pan of these rich fudge brownies along with the recipe when I came home from the hospital with our baby daughter. I asked her how to make brownie frosting like that, and I've made them ever since for family occasions, potlucks and parties at work. —Sue Soderlund, Elgin, Illinois
Cappuccino Cake BrowniesIf you like your sweets with a cup of coffee, this recipe is good for you! These no-nut brownies combine a mild coffee flavor with the richness of semisweet chocolate chips. They're a quick and easy dessert or anytime snack at our house.
—Mary Houchin
Swansea, Illinois
Chocolate Crunch BrowniesThe first time I took these brownies to work, I knew I'd better start making copies of the recipe—they disappeared fast! My husband and kids gobble them up quickly, too. —Pat Mueller, Mitchell, South Dakota
Layered Chocolate Marshmallow Peanut Butter BrowniesA friend gave me the recipe for these layered brownies, but I added my own touch--chunky peanut butter. Every time I take these to a group gathering, I get requests for the recipe. It's a real crowd-pleaser! —Judy Sims, Weatherford, Texas
Fudgy Oat BrowniesThese cakelike brownies have a rich, crunchy oat crust and a smooth homemade chocolate frosting. A packaged brownie mix makes the recipe easy to prepare. You can make it even easier by using canned frosting. —Diana Otterson, Canandaigua, New York
Cinnamon BrowniesFor Christmas one year, a friend gave us a pan of these delicious brownies. Before I figured out their secret was cinnamon, half the pan was already gone! —Gail Mehle, Rock Springs, Wyoming.
Hungry for more? Here’s our list of
Christmas brownies that are a must at the dessert table.
Fudge-Topped BrowniesIf you love brownies
and fudge, why not combine the two? Mix up a pan of these exquisite brownies for any holiday or special gathering—or just when you want to treat yourself to the ultimate chocolate dessert.
—Judy Olson, Whitecourt, Alberta
Cookies & Cream BrowniesYou won't want to frost these brownies, since the marbled top is too pretty to cover up. Besides, the indulgent cream cheese layer makes them taste as if they're already frosted. The crushed cookies add extra chocolate flavor and a fun crunch. —Darlene Brenden, Salem, Oregon
Cream Cheese Swirl BrowniesI'm a chocolate lover, and these cream cheese brownies have satisfied my cravings many times. No one guesses the brownies are light because their chewy texture and rich chocolate taste can't be beat. My family requests them often, and I'm happy to oblige. —Heidi Johnson, Worland, Wyoming
Candy Bar BrowniesThe two kinds of candy bars baked into these brownies make them an extra-special treat. —Sharon Evans, Clear Lake, Iowa
Peppermint BrowniesMy grandmother encouraged me to enter these mint brownies in the county fair some years ago—and they earned top honors! They're a delicious treat to serve during the holidays. —Marcy Greenblatt, Redding, California
Berry-Patch Brownie PizzaI just love the combination of fruit, almonds and chocolate that makes this brownie so unique. The fruit lightens the chocolate a bit and makes it feel as though you are eating something sinfully healthy. —Sue Kauffman, Columbia City, Indiana
Candy Bar Cheesecake BrowniesI came up with these brownies as a way to use up my son's leftover Halloween candy. You can tint the cream cheese orange for a spooky touch. —Elisabeth Larsen, Pleasant Grv, Utah
Fudge Brownie PieHere's a fun and festive way to serve brownies. Family and friends will love topping their pieces with whipped cream and strawberries. —Johnnie McLeod, Bastrop, Louisiana
Coffee 'n' Cream BrowniesA friend gave me the recipe for these rich cakelike brownies topped with a creamy coffee-enhanced filling and a chocolate glaze. I like to garnish each square with a coffee bean. —Michelle Tiemstra, Lacombe, Alberta
Cookie Dough BrowniesWhen I take these rich brownies to any get-together, I carry the recipe, too, because it always gets requested. Children of all ages love the tempting "cookie dough" filling. This special treat is typically the first to be gone from the buffet table—even before the entrees! —Wendy Bailey, Elida, Ohio
Black Bean BrowniesYou’d never guess these rich, velvety chocolate treats contain a can of black beans. Who would have thought black bean brownies would be so amazing? —Kathy Hewitt, Cranston, Rhode Island
Broadway Brownie BarsI named these dessert bars for Broadway because they're a hit every time I serve them. I especially like to make them as a gift for anyone with a sweet tooth! —Anne Frederick, New Hartford, New York
Double Chocolate Orange BrowniesI have to give my husband credit for this idea—since we love chocolate and orange together, he suggested I come up with this recipe. Now they're not only his favorite, but also the whole family's. I'm always asked to bake these brownies for family gatherings. —Elinor Townsend, North Grafton, Massachusetts
Mini Brownie TreatsI like to take these quick and easy treats to potlucks and family gatherings. They're always well received! —Pam Kokes, North Loup, Nebraska
Double Chocolate Coconut BrowniesThanks to a head start from a mix, it's easy to bake up these crowd-pleasing treats. It's hard to stop at just one brownie, but don't worry—my recipe makes 30 servings! —Brenda Melancon, McComb, Mississippi
Banana Split BrowniesHow’s this for a dish? All the joy of a banana split without the mess. Everything in this recipe fits into one pan of delectable brownie bars. —Constance Sheckler, Chestertown, Maryland
Fudgy S'mores BrowniesI combined the perfect summer snack with my favorite brownie recipe to get these s'mores brownies. They're sure to wow at your next big party. —Judy Cunningham, Max, North Dakota
Frosted Brownie PizzaIt's impossible to eat just one piece of this dessert pizza with a chewy, chocolaty crust, creamy peanut butter frosting and mouthwatering sweet and crunchy toppings. It's warmly received wherever I take it. —Paula Riehl, Boise, Idaho
Chewy Cream Cheese BrowniesBrownies are a common dessert in our household—they're just about the only form of chocolate my husband will eat! I love this version. It makes a big batch and has a rich cream cheese layer in the center. —Barbara Nitcznski, Denver, Colorado
Turtle BrowniesHomemade turtle brownies are a sweet addition to the appetizer table on game day. Your guests might forget the score, but I guarantee they'll remember these treats! —Sherry Miller, Columbia Heights, Minnesota
Up Next,
learn how to make hot chocolate brownies just like Christina Tosi, queen of sweet treats and nostalgic flavors.
Photo: Taste of Home
The Winners
While everyone agreed all of the brownies were delicious, when forced to choose the best tasting one, the milk chocolate lovers gave the highest marks to brownies made with Baker’s chocolate (order it in bulk on Amazon!), with Hershey’s not too far behind. The dark chocolate fans went the opposite way and picked Guittard as their No. 1 followed closely by Ghirardelli and Scharffen Berger.
The Takeaway
You really can’t go wrong. There wasn’t a single person who said the brownies just didn’t taste good. It all boils down to the subtle differences in flavor you get from the different types of cocoa the chocolate makers use—in other words, to where it is grown in the world. You also don’t have to take my word for it; try it yourself. The worst that can happen is you end up having to eat a bunch of brownies.
Updated: Nov. 28, 2018
