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September 16, 2006

Villars, Noir (72%)

Chocolate Villars is often overshadowed by its better-known compatriots, such as Cailler, Nestlé, Toblerone, and Lindt, despite the fact that the company is one of the oldest producers of chocolate in Switzerland. Founded in 1901 by Wilhelm Kaiser, who was just 28 years old at the time, Chocolat Villars was an instant commercial success. The company's rapid growth and focus on the consumer (considered an innovation at the time) soon brought the company and its founder into conflict with the rest of the chocolate industry. Kaiser pulled his company out of the chocolate cartel, which had been fixing prices at the expense of the consumer, thus touching off a period of collusion and infighting in what became known as the "Chocolate War".

Only Switzerland could hold a "Chocolate War" and actually find sufficient combatants to participate. In fact, a more accurate description of the conflict would be everyone from the chocolate cartel against Villars. Amazingly, Villar emerged from the hostilities with an even greater market share, due to a brilliant marketing coup on the part of Kaiser. With producers and distributors lined up against him, Kaiser slashed his prices and built a parallel distribution chain with branded stores selling Villars chocolates. We see this kind of business model all the time today, but back in 1910, this was a true paradigm change. Today, Villars co-exists on store shelves with Toblerone triangles, Lindt boxes, and Cailler bars, but for a long time the company held a reputation as the black sheep in the industry.

With that little history lesson out of the way, we turn to the real task at hand: checking out the wares. The verdict is mixed. Villars Noir 72% is a straightforward dark chocolate bar. The taste is mild, with virtually no hidden flavors or tones aside from a slight woody taste. There is a nice balance between sweet and bitter and a very crisp consistency which makes a pleasing snap when you first bite into the bar. However, that is all the bar has to offer -- there is nothing extra to appeal to your palate, take hold of your taste-buds, and leave you craving for more.

Cocao Beans:

Last updated on September 16, 2006 08:15 PM

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