Monday, June 7, 2010
Meiji Milk Chocolate
I couple of months ago I went on a buying spree in Little Tokyo and bought this Meiji Milk Chocolate bar. I photographed the packaged but then ate it without taking a picture of the contents. After consuming it, I thought, I should really review this.
I don’t know much about Meiji as a company. Everything I know about them is what I have experience interacting (eating) their products that I can get a hold of in the United States. I don’t know their politics, I don’t know how the Japanese regard the products and company and I don’t know anything about their history (except that they’re over 80 years old). It’s kind of a strange approach for me, as I often like to immerse myself with a lot of context when it comes to candy.
Late last year Meiji’s chocolate bar line got a new look. (Here’s what the package used to look with along with Orchid64’s review and some other more professional evaluations of the redesign.) Here’s another view of their classic-style packages.
I loved their old wrapper, but I have to say, I really dig the new one. I like the font but what I really enjoy is the bold simplicity; partly because what’s inside is simple and partly because it stands out so well amongst the very chaotic and colorful candy packaging common in Japan.
The ingredients are great: sugar, cacao mass, whole milk powder, cocoa butter, soy lecithin, artificial flavor.
The bar measures 6.25” long and 2.75” wide. There are 15 segments - five across and three down. They don’t really do much besides provide visual interest - I found the bar broke into pieces wherever it felt like, not along the supposed section dividers. Under the embossed paper sleeve the bar is wrapped in a rather thin and devilish foil. I found it difficult to get the bar out and even worse to get it back in. (Basically I just re-wrapped it the best I could and put it in a zipper plastic bag for later consumption.)
In Japan the bar is about a dollar, so it’s like the Hershey bar in that it’s widely available and cheap. (In the US I paid twice that though, $1.99 in Little Tokyo.) The bar is bigger than a Hershey’s Milk Chocolate which is 1.55 ounces and the Meiji Milk Chocolate is 2.04 ounces.
The flavor is deep and smoky. It’s much darker than ordinary milk chocolates, but also much less milky. It has charcoal and cocoa overtones, it reminds me of chocolate pudding I make at home - which is often very low in sugar and very high in chocolate (usually a mix of chocolate and cocoa). The melt is cool and exceptionally smooth - smoother and more consistent than Dove. It was actually comparable in mouthfeel to Amano’s Milk Chocolate bars. It’s thick but not sticky, silky but not greasy.
The toasty caramel and charcoal notes have a bitter aftertaste that’s quite pronounced. I enjoyed it quite a bit and found no problem eating a whole bar in one sitting. It’s not for everyone, but I applaud the good use of ingredients, fresh and unique flavor profile and decent price. The bar is extremely fatty - it clocks in at 167 calories per ounce, which is much higher than many milk chocolate bars which are known to be very sugary - but there’s also 15% of your calcium in each serving, 6% of your Vitamin C & Iron plus 2 grams of protein.
I’m willing to continue spending $2 for this bar and seeking it out in Japanese markets.
Meticulously photographed and documented reviews of candy from around the world. And the occasional other sweet adventures. Open your mouth, expand your mind.