Noka Chocolate Expose

A ten part article on Noka
, a chocolatier that makes the most expensive chocolates in the world.

With that said, the least charitable approach in assessing the value of Noka’s chocolates would be to focus on the 4-piece “Vintages Collection” in the “Signature Box.” For those who are curious, the price for that is $39. That’s $9.75 per piece. Each chocolate tablet weighs approximately seventy-five one-thousandths of an ounce. (They’re no longer than a quarter’s diameter and no wider than a nickel’s, as you can see here.) So, at that rate, one pound of Noka’s chocolate tablets would cost about $2,080.

The most charitable approach would be to look solely at the 96-piece “Vintages Collection” in the “Encore Box.” That’ll run you $139, or $1.45 per piece. Each piece weighs approximately seventy-five one-thousandths of an ounce. So the cheapest retail rate you’re going to get for Noka chocolates is about $309 per pound.

(via Boing Boing)


  1. I don’t long-winded even begins to describe THAT article. Good lord, I should’ve just skipped to page 10 where the answer is, “Hell no, they aren’t worth the price.”

  2. I dunno, I didn’t really care about the chocolate itself, but I thought the article was interesting. It’s less about the chocolate and more about marketing to rich people who assume that the more an item costs the better the item is, even if it isn’t true. It’s the allure of luxury items.

  3. One of my favourite anecdotes:

    One Hollywood financial advisor, Scott Feinstein, told the New York Times about a call he received from a client in his mid-twenties who wanted to buy a $35,000 watch. “I said ‘What time does it say?’ and he said, ‘Ten minutes after 3.'” Feinstein recalled. “I told him, ‘Mine says 10 after 3 too, and it cost me 60 bucks. Put the watch down.'”

  4. It seems ludicrous to compare a boxed gift item to the per-pound price you can buy the product in the store. For instance, I know logically that I can purchase good pears at the grocery store for $0.99 per pound, but when I want to show a client or family member how much I appreciate them, I don’t hesitate to send a small fruit basket from Harry & David with three or four pears in it for $30. Using the logic of the author, that’s a 2,900% markup. But would I ever consider buying a basket from Harry and David to simply EAT? Of course not. Same goes for NOKA Chocolate.

  5. Dan. See the author’s response to your example (assuming you’re the one that posted it) on the Dallas Food web site. He wrote in part:


  6. I love how the company leads you to believe “pure” chocolate is a better chocolate. I guess it’s a good thing most people don’t know the actual cacao bean tastes pretty bad. I like my chocolate to be as adulterated as possible.

  7. I can’t believe I actually read the whole article. I never knew anything about the chocolate industry before now. Thank you for posting it. It really was very interesting. I might just try some chocolate from those real chocolate makers suggested in the article, but I’m not really a huge fan of chocolate in the first place. It’s good to know about them though, for gifts and such.

  8. In case any chocolate lovers are interested, Hershey’s sells a bag of elegantly and individually wrapped ultra thin 2 inch squares of Extra Dark chocolates (24 oz. per attractive dark brown bag) including 2 kinds: plain and one with cranberries, blueberries and almonds, for under $9 at Costco. They say on the bag: 60% cacao! (vs. NOKA at 70%) Seem like a real AMERICAN style deal. No pseudo Euro-name on a fancy package to resell someone else’s product. Seems to me, the real sentimate ought for a gift as for a buyer is to buy for yourself or to give someone more of a quality item (at a reasonable price), not a miniscule quantity of overprised stuff that isn’t worth it. At about $9 each, Hersheys can let you can keep the apple of your eye or yourself stuffed with chocolates for months to come! Compared to Noka’s miniscule offerings, for the same $60 you get at least 6 bags worth (6 x 24 Oz, or about 9 lbs!). Hershey’s is a proud old American name. They are probably cashing in on the overprice trend, but at least they don’t get ridiculous or outrageous about it!

  9. This is complicated, but the bottom line is as I write this comment I am engaged as a PR person representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update. So as Kirk Brewer suggested in a post on my site (, I am posting this update. Thanks to Kirk and others for their constructive feedback. As others have noted, NOKA has issued a statement regarding the issues raised by Dallas Food and we are in the process of getting that out. Since my personal opinions are no longer relevant, I won’t be reposting.

  10. Dan: The author’s main points about Noka are that their chocolate is a) not made by them as they imply b) isn’t very well crafted and c) is much more expensive than much better looking and much better tasting chocolate. So tell us again why anyone would spend Noka’s outrageous mark-up when they can spend much much much less for a much much much better product? I’m actually sorry to hear you work for such a misleading and unimpressive chocolatier; here’s hoping you can find better work in the near future with a more reputable company.

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