Back in 2011, Mast Brothers had opened their hip chocolate-making facility and were in the process of expanding to a space where people could watch the bean-to-bar chocolate making and hang out in a community area. I pilgrimaged to Mast Brothers where I was delighted to see the bars wrapped by hand and locally made machinery.
There were things that sounded too good to be true. But I drank the hot chocolate anyway.
Fast forward to 2015: the chocolate has crumbled
A blogger analyzed the timing and evolution of Mast Brothers chocolate, concluding that much of the company’s story has more yarn spinning than chocolate spinning. The multi-part expose reveals something many chocolate professionals had already suspected.
Here’s a taste of what can happen when you stretch the truth (or outright lie)
- Dallas Food 4-part analysis: Mast Brothers: What Lies Behind the Beards (Part 1, Taste/Texture)
- Quartz: How the Mast Brothers fooled the world into paying $10 a bar for crappy hipster chocolate
- Vanity Fair: Celebrity Hipster Chocolatiers Reportedly Sold Remelted Commercial Chocolate
- Slate: Why Chocolate Experts Think the Mast Brothers Are Frauds
- The Chocolate Life – Discussion among chocolate professionals
Will their brand withstand the press? Only time will tell.
If you’re looking for good chocolate
Start with the Good Food Awards chocolate award winners list.