All his life, Jason Judkins was seeking something, but he was looking in all the wrong places, like vending machines. "Usually between 2 and 3 o'clock I'd eat a Snickers, a Three Musketeers or a Twix," he recalls. "Then after dinner I'd have chocolate cake, or Hershey's Nuggets, or ice cream with Hershey's syrup." But that was before his first taste of a dark-chocolate truffle from the Cocoa Tree, an artisanal candy store in his town of Franklin, Tennessee. Made fresh on the premises from dark chocolate and organic cream and butter, it made his mouth "explode" with tastes he'd never gotten from an M&M. Of course, he could have bought a lot of M&Ms for the price of a single truffle, $1.80 plus tax. But these days he is satisfied with chocolate only a couple of times a week instead of twice a day, and since each piece is 10 times as good, he's way ahead.
Long after iceberg gave way to arugula, American candy remained defiantly retro: cheap, garishly wrapped and tasting just the way it did when you were a kid. But eventually, connoisseurship touches everything in America. The symbol of this revolution is dark chocolate, intensely flavored with cocoa, fragrant and complex. Comparing it with mass-produced milk chocolate--also made from cocoa, but diluted with milk powder, lecithin and much more sugar--is like comparing wine with grape soda. Once dark chocolate was an obscure and furtive passion that involved haunt-ing drugstores for a stray Lindt bar. Now U.S. grocery stores carry Dagoba Organic Chocolate at up to $4.40 for a 60-gram bar, or the Chocovic Ocumare, which caters to the obsessive chocolate snob by listing its cocoa content (71 percent) and the type of bean (Venezuelan Criollo) on the wrapper. Sales of high-end chocolates in the United States have risen 20 percent each year since 2001, says Clay Gordon, who runs chocophile.com, a modest version of seventypercent.com, a premier U.K. Web site for sophisticated chocoholics.
The revolution has reached even the mass marketers. Hershey's introduced dark-chocolate Kisses in 2003; this year Mars, Inc., is rolling out dark versions of Twix and, yes, even M&Ms. "Americans have spent the last 10 years educating themselves about wine, olive oil and cheese," says Gordon. "Attention is finally turning to chocolate. The surprise is it's taken this long."
In fact, chocolate is joining wine as a signifier of gourmet aspirations. John Scharffenberger was a successful vintner before turning to chocolate in 1996. "Taste the depth of flavor that well-fermented cacao produces," his Web site proclaims. Last year his stores in Berkeley, California, and San Francisco (a new one just opened in New York) sold 800,000 pounds of truffles and chocolate bars, a testimonial, he believes, to Americans' increasing sophistication. His products aren't cheap, but, he says, "you don't eat Velveeta because you're poor, but because you don't know better. This isn't about wealth, it's about sophistication."
Indeed, anyone with a dollar or two can taste the artisanal truffles of Legacy Chocolates in Menomonie, Wisconsin, or Moonstruck Chocolate Co. in Portland, Oregon, or any number of other local chocolatiers now dotting the mallscape. Biting into one, you immediately understand why chocolate has been associated with sex since at least 1519, when the Aztec emperor Montezuma became renowned for the vast quantities of hot "xoco latl" he drank before visiting his harem. The rich taste and intoxicating aroma arouse the senses, immediately bestowing pleasure upon the eater.
This experience has given rise to a new type of customer, capable of integrating chocolate consumption into a normal, healthy lifestyle, like those French women who don't get fat. Kristan Collins, a Portland pediatrician, prefers to buy and eat truffles one at a time, a few times a week, rather than buy a giant box only on Easter or Valentine's Day. "Americans are finally adopting the European-style habit of savoring a small bit of very good chocolate rather than eating an overblown dessert full of many other ingredients," says David Lebovitz, author of "The Great Book of Chocolate." "Americans will eat a piece of chocolate cheesecake and then say, 'I thought chocolate is healthy!' Well, it is, but its good qualities go out the window when they're buried in sugar and fat."
The push toward sophistication and quality has been felt even at Godiva, which was the ne plus ultra of American chocolate when it was introduced in 1966. Godiva's offerings now include the G Collection of super-high-end bonbons that sell for as much as $350, in a handcrafted box of "East African Wenge Wood." New York chocolatier Jacques Torres takes the opposite approach to packaging, handing his exquisite truffles over the counter in orange plastic bags. "People are saying, do you have any tissue to put in the bags?" Torres mimics in his distinct French accent. "I tell people I sell chocolate, not boxes!"
In all cases, though, it's about the pleasure of consumption, of connoisseurship and luxury--exactly what you don't get from a stale candy bar munched thoughtlessly at your desk. "Starbucks founder Howard Schultz realized 20 years ago that he isn't selling just coffee, he's selling an experience," says chocophile.com's Gordon. "The difference between a carton cup of coffee for a buck and a Starbucks for $3.95 is people are saying, 'I am worth it, and I am going to spend that money on me'."