I'm going to use the possibly new Trader Joe's Oat Chocolate Bars as an example.
See: I grew up not far from Hershey, PA, the self-proclaimed chocolate capital of the world. I've grown to realize their particular brand might not be the absolute best that's out there. Still, their chocolate is fairly ubiquitous, right? It's easily identifiable and serves as an easy standard to which one can easily compare all other chocolates too, , even if only to say how much better whatever the chocolate is compared to Hershey's. There's a reason we often use Hershey's as a comparison in our reviews as our yardstick.
Welllll....one small bite of these TJ's oat chocolate bars, and I was ready to toss it and find me a Hershey's.
There's something just "off" about them, on first bite, that I didn't like. It tasted...grainy, and more than perceptibly so. Just off, and not "like what a milk chocolate bar should taste like." I stray more towards dark chocolate, but when going the lighter route, I guess I want the fullness and comfortable richness that regular ol' dairy milk helps afford and things like oats can't quite replicate.
I ate the rest (I mean, it's chocolate, after all) but that initial impression, formed by years of my own experience, didn't change much.
Then it kinda hit me: "my own experience." What about others?
In the end, this still won't be my chocolate of choice, but that's okay. I'm glad it's out there as an available option for whoever it would appeal for. Choices are good, and what doesn't work for me will probably work for someone else. It's all good.
Anyways, I'm not a huge fan, but my wife and her friend were, so I'll lean more on their judgment than mine and say it's worth a shot, especially if traditional milk chocolate just isn't for you, for any reason. Double fours? Sure.
Bottom line: Trader Joe's Oat Chocolate Bars: 8 out of 10 Golden Spoons