The thinking behind healthier chocolate – Part 1


At Rebel Chocolate, we believe chocolate does not have to crammed with excess levels of unhealthy ingredients. Dr Neil Robson, Rebel Chocolate Founder, tells us more.

“Like most people, I have always enjoyed chocolate as a treat fairly frequently. However, over the last 5 years I have become increasingly concerned by the vast amounts of sugar found in most milk and white chocolate.

Excess sugar

I keep seeing parents feeding their toddlers white chocolate buttons. When I see this all I can think is – Wow – that chocolate contains over 60% sugar!

I also began noticing school children walking around eating 110g bars of milk chocolate made by popular market-leading brands. I know that these products contain more than 55% sugar – that is 12 teaspoons of sugar per bar! What most concerned me was that plenty of these kids seemed to be eating their way through the whole bar.

It is hard to argue against the evidence that high sugar consumption plays a major role in the global obesity problem. Given the amounts of sugar found in most chocolate, it is logical that chocolate consumption is at least a contributing factor. As a scientist, this got me thinking. Could I reformulate milk chocolate so as to continue to taste amazing, but also to be far more nutritionally balanced? In a nutshell, this was how Rebel Chocolate was born.


We started with a clear vision. Firstly, the chocolate we made had to taste fantastic. We did not want to produce another poor-tasting health-food product. The question of taste was largely solved by our commitment to using only premium quality cocoa, and plenty of it.


Cocoa has been consumed for its health promoting properties for many hundreds of years. Recent research has identified that cocoa is rich in flavanols which are powerful anti-oxidants. Flavanol consumption is now linked to a host of health benefits, including improved cardiovascular and brain function.

Most people will directly associate “cocoa” with “chocolate”. However, to assume that by eating milk chocolate you will benefit from cocoa’s potential health promoting properties is likely to be a mistake. Most milk chocolate contains relatively low amounts of cocoa. Furthermore, the vast amount of sugar (often more than 50% by weight) added to milk chocolate is likely to outweigh any of the health-promoting properties of cocoa.

In truth, most milk chocolate should carry the label “junk food”. I created Rebel Chocolate to change this.

In the next part of this blog, Neil will tell us how he further improved the nutritional profile of his awesome milk chocolate. Check it out HERE!

flavanols blog post
Neil Robson, Rebel Chocolate Founder
Neil Robson 2017-06-29T15:55:26+00:00 2017-08-04T12:24:07+00:00

4 thoughts on “The thinking behind healthier chocolate – Part 1

  1. Tested Rebel in Canada…IMPRESSIVE my chocolate and nutrition fix all at once!

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