Written by Eric Khor, Founder of VIVE Chocolate. Published and updated 7 November 2026.
The percentage on a dark chocolate bar tells you how much of the bar, by weight, comes from the cacao bean: cocoa solids and cocoa butter. A 70% bar is 70% cacao-derived ingredients, and in a simple bar most of the rest is sweetener. A higher number means more cocoa flavour, more bitterness and less sweetness.
If you are new to dark chocolate, start at 70%. If you already eat dark chocolate regularly, try 80% or 85%. Choose 100% if you want pure cacao with no sweetness at all.
What does the percentage on dark chocolate mean?
The percentage is the share of the bar made from cacao bean ingredients: cocoa mass (ground cacao bean) plus cocoa butter (the natural fat of the bean). The remainder is whatever else the maker adds, usually a sweetener, and sometimes other ingredients.
It is a measure of proportion, not quality. It tells you how strong and how sweet to expect the bar to be.
Which dark chocolate percentage should you buy?
| Percentage | Taste | Bitterness | Sweetener | Best for | VIVE bar |
|---|---|---|---|---|---|
| 70% | Smooth, mellow, gentle fruity notes | Low | Organic cane sugar | First-timers, gifts, pairing with coffee or wine | Artisan 70% Dark Chocolate, Low-Temperature Roasted, 55g, RM 32.90 |
| 80% | Rich, velvety, deep cocoa | Medium | Monk fruit (no added sugar) | Low-sugar and keto eaters | Keto-Friendly 80%, 55g, RM 32.90 |
| 85% | Intense, clean cacao finish | Medium-high | Monk fruit (no added sugar) | Regular dark chocolate eaters | Single Origin 85% Bean Drops, Kuala Lipis, 30g, RM 20.00 |
| 100% | Bold, deep, naturally bitter, no sweetness | High | None | Purists, baking, melting into drinks | Single Origin 100% Bean Drops, 30g, RM 25.00 |
Is 70% dark chocolate very bitter?
No. 70% is the gentlest of VIVE's dark chocolates, with a balance of cocoa flavour and a light sweetness from organic cane sugar. Our 70% bar has three ingredients: cacao bean, cocoa butter and organic cane sugar. Our team tastes fruity, berry notes in it. It is a good first step if you find stronger dark chocolate harsh.
For a deeper look, read What is 70% dark chocolate? and 70% vs 80%: which should you choose?
Is 85% dark chocolate too bitter?
It is stronger than 70%, but not necessarily harsh. Bitterness depends on the beans and the sweetener as well as the number. In our 85% drops, a light sweetness from monk fruit balances the bitterness, so most people who already enjoy dark chocolate find it rich rather than harsh. The drops are made from single-origin cacao from Kuala Lipis, Pahang, so you also taste that one region and not a blend.
Is 100% dark chocolate worth eating?
Yes, if you want to taste cacao exactly as it is. 100% chocolate has no sugar and no sweetener. VIVE's 100% drops contain only two ingredients, cacao bean and cocoa butter. They taste intense and bitter, with a long finish.
Three easy ways to enjoy it:
- Have a drop or two with black coffee.
- Melt it into hot milk for an unsweetened hot chocolate.
- Chop it into brownies or cookies and sweeten to your own taste.
Does a higher percentage mean better chocolate?
No. Two bars with the same percentage can taste very different. Beans, roast level and process all change the flavour. For example, we roast our 70% bar at 65°C, a low temperature, which keeps more of the cacao's natural fruity and floral aromas that high heat can burn off. Read why two 70% dark chocolates taste different.
Ingredients matter as much as the number. Look for real cocoa butter and a short ingredient list. See cocoa butter vs vegetable fat.
How do you move up from 70% to 85% dark chocolate?
- Start at 70%. Eat one square at a time until the flavour feels easy.
- Try 80%. The cocoa is deeper but still velvety. Our keto 80% uses monk fruit for a clean sweetness with no bitter aftertaste.
- Move to 85%. Pair it with black coffee or tea at first.
- Finish with 100%. Use it for baking and drinks, or eat a drop or two with something to sip.
Frequently asked questions
Does a higher cocoa percentage mean less sugar?
Usually, yes. In a simple bar the share that is not cacao is mostly sweetener, so 85% has less than 70%. Always check the label, because other ingredients also take up space. Our 100% bean drops contain only cacao bean and cocoa butter, so they have no added sweetener.
Which dark chocolate percentage is best for beginners?
70% is a good starting point. It is balanced, not too bitter, and suits first-time dark chocolate eaters.
Is 80% dark chocolate keto-friendly?
It depends on the sweetener. VIVE's keto 80% has no added sugar and is sweetened with monk fruit extract instead of sugar. If you follow keto strictly, check the nutrition label on the pack against your own daily limit.
How should I store dark chocolate in Malaysia's heat?
Keep it in a cool, dry place below 25°C, away from sunlight. In hot weather, keep it in a sealed bag in the fridge and let it sit for a few minutes before eating. More in how to store chocolate in Malaysia's hot weather.
Ready to taste the difference?
Start with the 70% bar or browse all dark chocolate bars. Not sure where to begin? Read how to choose the best dark chocolate in Malaysia.