An investigation on the appropriateness of chocolate to match tea and coffee

• Consumers liking significantly varies across pairings.
• Liking depends on individual preferences and chocolate & drink characteristics.
• Consumers don't enjoy any preferred chocolate with any preferred tea or coffee.
• Consumers recognize that some flavors match better than others.
• 30% cocoa chocolate is the favorite partner of tea and coffee.

The aim of this study was to provide some recommendations for selecting a befitting tea and coffee to match chocolate with different cocoa contents. Three coffee samples (chocolate flavored, vanilla flavored and unflavored coffee), four tea samples (black tea, green tea, vanilla flavored tea and citrus flavored tea) and three chocolates (30%, 70%, and 99% cocoa) were hedonically rated by eighty regular chocolate consumers. The beverages were then paired with each chocolate, and the consumers were asked to indicate the hedonic liking of the resulting pairings, and to indicate whether the chocolate or beverage flavor dominated the pairing flavor. This study showed that liking of chocolate and coffee pairings and chocolate and tea pairings significantly varied (p < 0.001) across samples. Consumers preferred pairings with 30% cocoa and 70% cocoa chocolate to pairings with 99% cocoa chocolate. Overall, coffee is significantly (p < 0.001) preferred to tea as a chocolate partner.Chocolate and beverage pairing liking was biased by the liking of the beverage tasted alone, the liking of chocolate tasted alone, beverage type, chocolate type and the level of flavor match between chocolate and tea or coffee in a given pairing. When chocolate and beverage flavor balanced out in a given pairing, chocolate and coffee/tea pairings were significantly preferred by the consumers. A significant decrease in acceptance was observed when beverage or chocolate flavor dominated the flavor of the pairing, much more so when the chocolate flavor dominated the pairing flavor. However consumers don't enjoy any preferred chocolate with any preferred tea or coffee because some flavors match better than do others. Indeed, consumers formulate their hedonic responses taking into consideration what flavors go well together more than they rely exclusively on their hedonic judgments of the chocolates, the teas, and the coffees tasted alone.