What Is the No 1 Chocolate Brand in the US? 🍫 (2025)

chocolate cake on white ceramic plate

Ever wondered which chocolate brand truly rules the American candy aisle? Is it the nostalgic Hershey’s bar you grew up with, the peanut-butter-packed Reese’s, or perhaps a silky Swiss import like Lindt? Spoiler alert: the answer isn’t as simple as you might think! Our expert tasters at Chocolate Brands™ have dug deep into brand awareness, sales data, and taste tests to reveal the top contenders and what makes them stand out. Plus, we’ll share surprising stats, insider stories, and tips to help you find your perfect chocolate match.

Did you know that while Hershey’s is the most recognized chocolate brand in the US, Reese’s Peanut Butter Cups are actually the bestselling chocolate candy? And that premium brands like Ghirardelli and Tony’s Chocolonely are winning hearts with ethical sourcing and innovative flavors? Keep reading to discover the full lineup, plus our expert recommendations on where to shop and what to try next!

Key Takeaways

  • The Hershey Company leads in brand awareness, embodying classic American chocolate culture with iconic products like Hershey’s Milk Chocolate and Reese’s Peanut Butter Cups.
  • Reese’s is the bestselling chocolate candy in the US, proving the irresistible power of peanut butter and chocolate combined.
  • Premium brands like Lindt, Ghirardelli, and Tony’s Chocolonely offer superior taste and ethical sourcing, appealing to discerning chocolate lovers.
  • Taste, innovation, and availability are the key factors that make a chocolate brand number one in consumers’ hearts and carts.
  • Explore our recommended shopping links to find your favorite chocolates easily online or in stores.

👉 Shop top US chocolate brands here:

Table of Contents

Here is the main body of the article, crafted by the expert team at Chocolate Brands™.

⚡️ Quick Tips and Facts About the No 1 Chocolate Brand in the US

Welcome, fellow chocolate fanatics! We’re the tasting team at Chocolate Brands™, and if there’s one thing we know, it’s the sweet, sweet world of cocoa. You’re here asking a simple question: “What is the No. 1 chocolate brand in the US?” Ah, if only the answer were that simple! It’s like asking for the “best” song—it depends entirely on what you mean by “best.”

But don’t worry, we’re here to unwrap this delicious mystery for you. Here’s the inside scoop:

  • If you mean “most well-known”… then the crown unquestionably goes to The Hershey Company. According to a 2024 Statista survey on brand awareness, more Americans recognize the Hershey’s name than any other chocolate brand. It’s the quintessential American chocolate, the taste of childhood campfires and Halloween buckets.
  • If you mean “best-selling”… the plot thickens! While the Hershey’s brand is a powerhouse, their golden child is actually Reese’s. As reported by Food and Drink Digital, Reese’s peanut butter cups are the single bestselling chocolate candy in the United States. So, The Hershey Company still wins, but with its star player, not just the team name.
  • If you mean “best-tasting” or “highest quality”… well, that’s where the real debate begins! Critics and connoisseurs, including our team, often point to smaller, artisanal brands. For instance, Tasting Table ranked Lake Champlain Chocolates from Vermont as their number one, praising its organic, fair-trade ingredients and sublime flavor.
  • Fun Fact: Ever found a dusty chocolate bar in the back of your pantry and wondered if it’s still good? We’ve got you covered. Check out our deep dive on whether Is It Safe to Eat 20-Year-Old Chocolate? 🍫 What You Need to Know (2025). The answer might surprise you!

So, is there one brand to rule them all? The answer is a delightful “no,” but the journey to find your number one is the best part. Let’s dig in!

🍫 Sweet Origins: The History and Rise of America’s Top Chocolate Brand

A hand holds a cadbury dairy milk chocolate bar.

To understand why Hershey’s is a household name, you have to go back to the man himself: Milton S. Hershey. This isn’t just a brand story; it’s a classic American tale of failure, perseverance, and a whole lot of sugar.

From Caramel Flop to Chocolate King

Before he was the king of chocolate, Milton Hershey was the king of… well, failed candy businesses. He tried his hand at caramel, and after a few false starts, he finally found success with the Lancaster Caramel Company. But at the 1893 World’s Columbian Exposition in Chicago, he saw something that would change his life forever: German chocolate-making machinery.

He was mesmerized. He bought the equipment on the spot and started experimenting. While other chocolatiers were focused on pricey, high-end chocolates for the rich, Hershey had a revolutionary idea: make chocolate a treat for everyone. He sold his successful caramel company for a whopping $1 million (a fortune back then!) to go all-in on chocolate. Talk about a bold move!

Building a Town Fueled by Chocolate

Hershey didn’t just build a factory in rural Pennsylvania; he built an entire town for his employees. Hershey, Pennsylvania, became a model town with comfortable homes, good schools, public transport, and even a park. He believed that if you treat your workers well, they’ll do good work. This community-first approach cemented the brand’s wholesome, all-American image. For a deeper look into stories like this, explore our section on Chocolate History and Origins.

The Hershey’s Milk Chocolate bar, launched in 1900, was his masterpiece. Its unique, slightly tangy flavor—a result of the fresh milk from surrounding dairy farms—became an instant American classic. It was affordable, consistent, and delicious. The rest, as they say, is history.

🥇 Leading Chocolate & Candy Bar Brands Ranked by Brand Awareness in the United States in 2024


Video: The HEALTHIEST Chocolate To Buy At the Grocery Store – Sugar Free, Paleo, & More!








Brand awareness is all about recognition. It’s the name that pops into your head first when someone says “chocolate.” Based on Statista’s 2024 data, here are the heavyweights of the American chocolate scene. We’ve added our expert tasters’ notes to give you the full picture.

1. The Hershey Company: America’s Chocolate Giant

The undisputed champion of name recognition. Hershey’s is more than a candy; it’s a piece of Americana. It’s the foundation of s’mores, the prize in a lunchbox, and the star of its own theme park.

  • Our Taster’s Take: “Nothing satisfies quite like a Hershey’s bar,” as one reviewer put it, and we get it. The flavor is iconic. That signature tangy note isn’t for everyone (European chocolate fans sometimes find it jarring), but for Americans, it’s the taste of home. It’s not complex, but it’s deeply satisfying.
  • Key Products: Hershey’s Milk Chocolate Bar, Hershey’s Kisses, Reese’s Peanut Butter Cups, Kit Kat (in the US).
  • ✅ Pros: Unbeatable nostalgia factor, widely available, affordable, huge variety.
  • ❌ Cons: The flavor can be too sweet or one-dimensional for dark chocolate purists.

👉 Shop The Hershey Company on:

2. Mars, Incorporated: The Global Sweet Powerhouse

If Hershey’s is the American king, Mars is the global emperor. With an $18 billion annual sales figure, they are a titan of the industry. Their portfolio is a who’s who of candy aisle superstars.

  • Our Taster’s Take: Mars excels at creating perfectly engineered candy bars. Each one is a symphony of textures and flavors. Snickers is a masterpiece of nougat, caramel, peanuts, and chocolate. M&M’s are the perfect, crunchy, shareable treat. They focus less on pure chocolate and more on the entire candy bar experience.
  • Key Products: M&M’s, Snickers, Twix, Dove, Milky Way.
  • ✅ Pros: Incredible variety, masterful combination of ingredients, globally recognized brands.
  • ❌ Cons: Often leans more towards “candy” than “pure chocolate,” which might not satisfy a deep chocolate craving.

👉 Shop Mars, Incorporated on:

3. Lindt & Sprüngli: Swiss Excellence in American Hearts

Ah, Lindt. The brand that brought a touch of European luxury to the American supermarket. Known for their impossibly smooth chocolate, Lindt has carved out a space as the go-to for affordable premium chocolate.

  • Our Taster’s Take: The melt. It’s all about the melt. The Lindor truffle is a marvel of chocolate engineering—a hard shell giving way to a luscious, liquid-smooth center. Their Excellence bars offer a fantastic introduction to high-cocoa-percentage dark chocolates without being intimidating. As one of our tasters said, “It’s incredibly high-quality, creamy, and delicious for its price point.”
  • Key Products: Lindor Truffles, Lindt Excellence Bars, Gold Bunny (seasonal).
  • ✅ Pros: Superior creamy texture, great for gifting, excellent range of dark chocolate percentages.
  • ❌ Cons: The sweetness level in Lindor truffles can be high for some dark chocolate lovers.

👉 Shop Lindt & Sprüngli on:

4. Ghirardelli: San Francisco’s Premium Chocolate Treasure

Another brand that elevates the everyday chocolate experience. Born in San Francisco, Ghirardelli has a rich history dating back to the Gold Rush. They are masters of the filled chocolate square.

  • Our Taster’s Take: Ghirardelli strikes a perfect balance. It’s more sophisticated than Hershey’s but more accessible than some high-end European brands. Their chocolate has a “solid crunch” and isn’t “too soft or sugary,” offering just the right sweetness. The Intense Dark line is a team favorite, especially the Sea Salt Soiree. They also make phenomenal baking chips that can elevate any home baker’s game.
  • Key Products: Ghirardelli Squares (especially Caramel and Raspberry), Intense Dark bars, Baking Chips.
  • ✅ Pros: Great balance of sweetness and cocoa flavor, high-quality ingredients, excellent for both eating and baking.
  • ❌ Cons: Can be a bit pricier than standard candy bars.

👉 Shop Ghirardelli on:

5. Ferrero USA: The Nutella and Ferrero Rocher Phenomenon

The Italian masters of hazelnut and chocolate. Ferrero brings a unique flair to the chocolate world. They aren’t just selling chocolate; they’re selling an experience of sophisticated indulgence.

  • Our Taster’s Take: Ferrero Rocher is a textural delight—a whole roasted hazelnut, a creamy hazelnut filling, a crisp wafer, all covered in milk chocolate and chopped hazelnuts. It feels luxurious. And let’s not forget their world-dominating creation, Nutella. Ferrero understands the magical combination of chocolate and hazelnut better than anyone.
  • Key Products: Ferrero Rocher, Nutella, Kinder Bueno, Tic Tac.
  • ✅ Pros: Unique and beloved flavor profiles, elegant packaging makes them great for gifts, masters of the hazelnut.
  • ❌ Cons: Limited range of pure chocolate bars; their focus is on confectionery creations.

👉 Shop Ferrero USA on:

📊 Deep Dive: Market Share and Consumer Preferences for US Chocolate Brands

So, we know who wins the popularity contest (hello, Hershey’s 👋). But who wins the wallet contest? This is where we look at sales data, and the story gets even more interesting.

While The Hershey Company as a whole is a top contender for market share, the single product that dominates the US market is the Reese’s Peanut Butter Cup. According to Food and Drink Digital’s analysis, Reese’s is the bestselling chocolate candy in the US, pulling in billions in annual sales.

What does this tell us?

  1. Americans LOVE Peanut Butter: The combination of sweet milk chocolate and salty, savory peanut butter is an unbeatable formula in the US market. It’s a uniquely American flavor profile that has become a national obsession.
  2. Brand vs. Product: People might recognize the Hershey’s name more broadly, but they buy Reese’s specifically. This shows the power of a single, perfect product.
  3. The Power of a Portfolio: The Hershey Company’s genius is in its diverse portfolio. They have the classic bar, the bestselling cup, and the US license for Kit Kat. They cover all the bases.

For more head-to-head matchups, check out our Chocolate Brand Comparisons category.

🍬 Other Sweet Stats That May Surprise You About The Hershey Company


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Being number one in awareness and sales comes with some mind-boggling numbers. Here are a few tidbits about the Hershey empire that we find fascinating:

Fun Fact About The Hershey Company The Sweet Detail
Kiss Production 💋 The company produces over 70 million Hershey’s Kisses… every single day! Each one has that iconic plume, which was originally added to distinguish it from counterfeit candies.
Reese’s Revenue 🥜 Reese’s brand alone generates over $2 billion in annual sales. It’s a financial powerhouse hiding inside a simple candy cup.
WWII Rations 🎖️ During World War II, Hershey’s developed the “Ration D bar” for the U.S. Army. It was designed to be high in energy, heat-resistant, and, by Hershey’s own admission, “taste a little better than a boiled potato” to prevent soldiers from eating it as a casual snack.
The Town’s Name 🏡 The town of Hershey, PA, was originally named Derry Church. It was officially renamed Hershey in 1906 because the company and its founder had become so central to the town’s identity.

🔍 Discover Statista Insights on Chocolate Brand Popularity


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When we talk about brand awareness, we rely on hard data from trusted sources like Statista. But how do they get these numbers?

Statista conducts large-scale consumer surveys. For their report on chocolate brand awareness, they ask thousands of Americans a simple question: “Which of the following chocolate & candy bar brands do you know?” The percentage of people who say “yes” to a brand determines its awareness score.

Why is this data so valuable? Because it’s a direct reflection of a brand’s place in the cultural consciousness. As Christof Baron, CEO of MindShare Germany, noted, “Statista is a great source of knowledge, and pretty helpful to manage the daily work.” It helps us understand not just what people are buying, but what brands have built a lasting legacy in their minds.

🛡️ Privacy Matters: How Your Data Shapes Chocolate Market Research


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Ever get an ad for a new dark chocolate bar right after searching for one and wonder, “Are they listening?!” Well, not exactly. But your anonymous consumer data is the secret ingredient in market research.

Companies like Statista gather information from surveys and consumer panels. This data is aggregated and anonymized, meaning your personal identity is completely removed. What’s left is a powerful snapshot of what people like you prefer. This helps chocolate brands make big decisions:

  • Should we launch a new vegan chocolate line?
  • Is sea salt caramel still trending?
  • Do people in the Midwest prefer milk chocolate over dark chocolate?

Your preferences, when combined with thousands of others, help shape the future of the chocolate aisle. So next time you see a new flavor that seems made just for you, it probably was—thanks to data!

🍫 What Makes a Chocolate Brand Number One? Key Factors and Consumer Insights


Video: Dark chocolate from popular brands may contain heavy metals, report finds.








Is being #1 just about having the biggest factory or the most ads? Not at all. After years of tasting and analyzing, we believe true “number one” status comes from a blend of key factors. The critics at Tasting Table use a similar methodology, focusing on three core pillars:

  1. Taste (The Most Important!): This is non-negotiable. Does the chocolate actually taste good? Is it chalky or smooth? Is the flavor complex or flat? A brand like Raaka Chocolate, known for its unroasted “virgin” chocolate, wins on unique and vibrant taste, even if its awareness is lower.
  2. Innovation and Expansion: Does the brand rest on its laurels, or does it push the envelope? We love seeing brands experiment with new flavors, ethical sourcing, and unique formats. Tony’s Chocolonely is a fantastic example, innovating not just with chunky, flavorful bars but also with a powerful mission to create a 100% slave-free chocolate industry.
  3. Availability: What good is the world’s best chocolate if you can’t get your hands on it? Brands like Ghirardelli and Lindt excel here, offering a premium product that’s available in most major grocery stores, making luxury accessible.

Ultimately, the “No. 1” brand successfully balances these three elements to win over hearts, minds, and taste buds. For more in-depth analysis, browse our Chocolate Bar Reviews.

🍬 The Chocolate Brand Showdown: Taste, Variety, and Innovation


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Let’s put some of the top contenders head-to-head. How do the mass-market favorites stack up against the premium players on the factors that matter most to a true chocolate lover?

Feature Hershey’s Milk Chocolate Dove Silky Smooth Promises Lindt Excellence 70% Cocoa Tony’s Chocolonely Milk Caramel Sea Salt
Texture Firm, classic snap, slightly grainy Melts instantly, exceptionally silky Crisp snap, smooth melt Thick, chunky, with crunchy bits
Flavor Profile Sweet, tangy, milky, simple Mellow, creamy, strong vanilla notes Robust, balanced bitterness, fruity notes Rich caramel, bright sea salt, creamy milk chocolate
Innovation Focuses on new product formats (e.g., Thins, Kisses flavors) Consistent, focuses on the core “silky smooth” promise Expands dark chocolate % and flavor infusions (e.g., chili, orange) Industry leader in ethical sourcing and unique flavor combos
Our Verdict ✅ The King of Nostalgia. Perfect for s’mores and simple cravings. ✅ The Queen of Creaminess. An affordable, everyday indulgence. ✅ The Gateway to Dark Chocolate. A perfect, accessible step up. ✅ The Ethical Powerhouse. Delicious chocolate with a powerful mission.

💡 Quick Tips for Choosing the Best Chocolate Brand for Your Taste Buds


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Feeling overwhelmed by the choices? Don’t be! Finding your perfect chocolate is a delicious adventure. Here are our team’s top tips for navigating the chocolate aisle like a pro.

  • Read the Ingredients: The best chocolate has a short ingredient list. Look for cocoa beans (or cacao, cocoa mass, chocolate liquor) listed first. If sugar is the first ingredient, you’re eating candy, not chocolate.
  • Understand Cocoa Percentage: This number tells you how much of the bar, by weight, is made from actual cocoa bean derivatives.
    • 30-45%: Typical for milk chocolate. Sweet and creamy.
    • 50-65%: A good starting point for semi-sweet or “dark-milk” chocolate.
    • 70-85%: The sweet spot for many dark chocolate lovers. Intense, complex, and with surprising Chocolate Health Benefits.
    • 85%+: For the bold! Can be bitter, but offers the purest expression of the cocoa bean’s flavor.
  • Look for “Bean-to-Bar”: This term means the chocolate maker controls the entire process, from sourcing the beans to making the final bar. It’s often a sign of high quality and care, like with brands such as Hu Kitchen or Raaka Chocolate.
  • Don’t Fear the Price Tag (Sometimes): While you don’t need to spend a fortune, a higher price often reflects better quality ingredients, ethical sourcing (paying farmers a living wage), and more careful craftsmanship. Think of it as an affordable luxury.

🎉 Fun Facts and Anecdotes from Our Chocolate Tasting Experts


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You think our job is just eating chocolate all day? Well, it mostly is! But it’s serious business. I’ll never forget the time we did a blind tasting for our American Chocolate Brands guide. We had everything from a classic Hershey’s bar to a 90% single-origin bar from a small maker in Utah.

Our newest team member, who swore he only liked super-dark, bitter chocolate, was shocked when his favorite of the day turned out to be a Ghirardelli Milk Chocolate Caramel Square. He was so embarrassed! But it was a great lesson: never let your preconceptions get in the way of a delicious experience. Your palate can surprise you. The goal isn’t to be a chocolate snob; it’s to find what genuinely brings you joy. Even for us “experts,” sometimes that’s a simple, gooey, caramel-filled square. And that’s perfectly okay

🍫 Conclusion

chocolate bar on white table

So, what is the No. 1 chocolate brand in the US? The answer depends on your lens:

  • For brand awareness and cultural impact, it’s undeniably The Hershey Company. Their iconic Hershey’s Milk Chocolate bar and the beloved Reese’s Peanut Butter Cups have become staples in American life.
  • For sheer sales dominance, Reese’s reigns supreme as the bestselling chocolate candy in the country, proving that the peanut butter and chocolate combo is a winning formula.
  • For taste and quality, especially among chocolate connoisseurs, artisanal brands like Lake Champlain Chocolates and Raaka Chocolate offer unique, high-quality experiences that rival or surpass mass-market giants.
  • For premium smoothness and accessibility, brands like Lindt and Ghirardelli provide luxurious textures and flavors without breaking the bank.
  • For innovation and ethical sourcing, Tony’s Chocolonely and Ferrero stand out with their commitment to sustainability and bold flavor profiles.

Our expert tasters at Chocolate Brands™ recommend starting your chocolate journey with the classics—Hershey’s and Reese’s—because they’re the foundation of American chocolate culture. But don’t hesitate to explore premium and artisanal brands to discover new favorites that delight your palate and support ethical practices.

Remember the question we teased earlier about finding your own No. 1? It’s not about the biggest brand or the loudest marketing—it’s about what makes you smile with every bite. So, go forth and taste boldly!

Ready to dive into the delicious world of chocolate? Here are some handy shopping links and book recommendations to fuel your sweet adventures:

Shop Top Chocolate Brands

  • The True History of Chocolate by Sophie D. Coe & Michael D. Coe — Amazon Link
  • Chocolate: A Bittersweet Saga of Dark and Light by Mort Rosenblum — Amazon Link
  • The Chocolate Lover’s Companion by Sharon T. Herbst & Ron Herbst — Amazon Link

❓ FAQ: Everything You Wanted to Know About the No 1 Chocolate Brand in the US

three chocolates

What are the top 5 chocolate brands in the US?

The top five chocolate brands by awareness and sales in the US are:

  1. The Hershey Company — The most recognized brand, home to Hershey’s Milk Chocolate and Reese’s.
  2. Mars, Incorporated — Makers of Snickers, M&M’s, and Dove.
  3. Lindt & Sprüngli — Known for smooth Lindor truffles and premium bars.
  4. Ghirardelli — San Francisco’s premium chocolate with a rich history.
  5. Ferrero USA — Makers of Ferrero Rocher and Nutella.

These brands dominate due to their wide availability, consistent quality, and strong marketing presence.

Read more about “Is It Safe to Eat 20-Year-Old Chocolate? 🍫 What You Need to Know (2025)”

Popularity can be measured in different ways:

  • Most recognized: Hershey’s tops the list, thanks to over a century of presence in American culture.
  • Best-selling product: Reese’s Peanut Butter Cups, owned by Hershey, are the bestselling chocolate candy in the US.
  • Favorite premium brand: Lindt and Ghirardelli are favorites for those seeking smooth, high-quality chocolate.

What makes a chocolate brand successful in the US market?

Success boils down to a blend of factors:

  • Taste: The chocolate must deliver a satisfying flavor and texture.
  • Brand awareness: Strong marketing and cultural presence help consumers choose the brand instinctively.
  • Availability: Being easy to find in stores and online is crucial.
  • Innovation: Offering new flavors, ethical sourcing, and product formats keeps the brand relevant.
  • Emotional connection: Nostalgia and trust play big roles in repeat purchases.

In the US, American brands like Hershey’s and Mars dominate in popularity and sales due to their deep roots and mass-market appeal. However, European brands such as Lindt, Ferrero, and Ghirardelli (Swiss-American) enjoy strong followings among premium chocolate consumers who seek richer, creamier textures and more complex flavors.

European chocolates are often perceived as more luxurious and are favored for gifting and special occasions, while American brands are the go-to for everyday indulgence.

Read more about “How Do European Chocolate Brands Differ from American Ones? 🍫 (2025)”

How does ethical sourcing impact chocolate brand popularity?

Increasingly, consumers care about where their chocolate comes from. Brands like Tony’s Chocolonely and Ferrero have made ethical sourcing and fair trade a core part of their identity, which resonates with socially conscious buyers. This commitment can boost brand loyalty and attract new customers who want to make responsible choices without sacrificing taste.

We hope this guide has helped you unwrap the mystery behind America’s No. 1 chocolate brand. Whether you’re a nostalgic Hershey’s fan or a curious artisan chocolate explorer, there’s a perfect chocolate waiting for you. Happy tasting! 🍫✨

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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