The percentage you see listed on a chocolate bar shows how much cocoa there is in comparison to other ingredients in the chocolate. The percentage thus has nothing to do with quality, which is a common misunderstanding. Good chocolate comes from good beans with good handling no matter how dark or light it is.

As consumers, we have become accustomed to a certain chocolate taste and expect it when we buy dark chocolate. A taste that often comes from bulk cocoa that has been insufficiently fermented and then hard-roasted to instead bring out roast tones. Then vanilla and extra fat are added to soften the resulting bitterness. The secret trick behind our learned chocolate taste. But cocoa actually has many times more possible flavors than both wine and coffee. Properly made without unnecessary additives, chocolate can therefore taste incredibly different - from fruit, flowers and grass to brownie, tobacco and spices and everything in between.