I'd suspect most people who try this will like it, at least enough to finish a bar. I prefer dark chocolate, typically with a higher % rating then this has but hey chocolate is chocolate so I wasn't going to turn down trying it. It reminded me far more of a bittersweet (think chocolate chip) then of my typical dark chocolate bars. It wasn't bad by any means but it didn't stand out as amazing either. It's obviously worlds above your typical "candy isle" bar but I wouldn't pick it out when compared to other organic dark chocolate options at a specialty market. For those interested in moving into dark chocolate for health benefits this might be a good transition bar into those with a higher % if you're used to milk chocolates.