UK chocolate sales data throws up a few genuinely useful facts — and one properly good royal anecdote. Here's what's actually true, sourced rather than guessed.
The UK's best-selling bar
Cadbury Dairy Milk is, by a wide margin, the UK's top chocolate bar — around 73% market penetration and roughly 59.2 million kg sold in the 52 weeks to June 2024. It's not close: Dairy Milk's blend of brand trust and sheer availability keeps it ahead of every challenger, year after year.
The rest of the top names
Behind Dairy Milk, the UK's most recognised and best-selling chocolate brands are Kit Kat, Mars, Galaxy and Twix — all names recognised by 95%+ of UK shoppers surveyed. "Best" beyond that is genuinely subjective; for a premium supermarket pick, Lindt Lindor is a consistent standout, and ethically-positioned brand Tony's Chocolonely has become the fastest-growing "challenger" in recent years.
What's actually unpopular
There's no reliable, well-sourced answer for a single "least popular" bar that's still on shelves — but the discontinued list tells a clear story of what genuinely stopped selling. Nestlé axed Caramac in 2023 after 64 years, citing low sales; the Animal Bar was delisted after 60+ years of "falling demand"; and Toblerone Dark left UK shelves in April 2025 after nearly six decades, with Mondelēz citing changing consumer tastes. Breakaway and Yorkie Biscuit both went the same way in 2024.
Chocolate and heart health — what's actually shown
Dark chocolate contains flavonoids, specifically flavanols, which research links to modestly improved blood vessel function and lower blood pressure. A 2022 review covering 31 separate studies found that consuming cocoa for more than two weeks was associated with a small reduction in blood pressure — typically 2-5 mmHg. That's a real, published finding, not marketing — but it's a modest effect from dark chocolate specifically, not a green light to eat chocolate freely. It's still high in sugar and fat, and the researchers themselves frame it as a moderation story, not a health food.
Princess Diana's favourite
Cadbury Twirl, according to her former royal chef Darren McGrady — who described them as "her real weakness" and recalled finding her car's glove compartment full of wrappers, which she blamed, laughing, on her sons.
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Frequently asked questions
What is the number one chocolate bar in the UK?
Cadbury Dairy Milk, with around 73% market penetration.
What is the top 5 best chocolate?
Dairy Milk, Kit Kat, Mars, Galaxy and Twix, by sales and recognition.
What is the best chocolate available at supermarkets in the UK?
Dairy Milk for everyday chocolate; Lindt Lindor or Tony's Chocolonely for something more premium.
What is the least popular chocolate bar in the UK?
No single reliable answer — but Caramac, the Animal Bar and Toblerone Dark were all recently discontinued for weak sales.
Is chocolate good for your heart?
Dark chocolate's flavonoids are linked to modest blood pressure benefits in research, but moderation is the actual takeaway, not a health claim.
What was Princess Diana's favourite chocolate?
Cadbury Twirl, according to her former royal chef.
Sources: Bustle, American Heart Association, Yorkshire Herald, market data via Accio.