Let's face it: if you take a glace at the rapidly expanding chocolate section of almost any store, there is bound to be at least one product that needs a second (and much closer) look just to figure out the label. In this case, I'm not referring to products with unusual flavor combinations, but to those marked with a cacao percentage.
Consumers and manufacturers alike have gone crazy over chocolates labeled with their cacao percentage in the last year or so, and even though the numbers themselves are clear, not everyone understands what those numbers mean. Often, the percentages are equated with the quality of the chocolate, leading to the idea that the darker the chocolate, the better it will be in spite of the fact that the darkest chocolate - usually unsweetened, 99% cacao- is actually quite unpalatable.
The cacao percentage indicates how much of a given product, by weight, is made up of cocoa solids from the cocoa bean (cacao), like cocoa butter and cocoa powder. The rest of the bar is made up of sugar, vanilla and/or other ingredients, including milk and the occasional emulsifier. This basically means that a bar of chocolate with a higher cacao percentage will usually have more chocolate in it and a stronger cocoa flavor (i.e. it will be more bitter) than one with a lower percentage, but that doesn't necessarily mean that bars of equally high percentages will taste alike.
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