Todd Masonis, the founder of Dandelion Chocolate, never anticipated that his chocolate chips would gain such widespread popularity. According to Masonis, these unique chocolate chips—large, faceted squares with varying thicknesses, designed by Tesla senior engineer Remy Labesque—are exactly the type of product that San Francisco-based Dandelion Chocolate specializes in. Established a decade ago, the company produces artisanal craft chocolate using specially sourced cacao beans from small farmers around the globe. Dandelion Chocolate processes the chocolate from the beans in-house, involving steps like fermentation, roasting, grinding, emulsifying, and tempering.
Masonis emphasizes that Dandelion Chocolate’s offerings are super premium due to the meticulous sourcing and creation process, and the company strives to showcase their products effectively. “We asked ourselves, ‘What would be a truly thoughtful way to express this?'” Masonis explained. “We carefully considered all the details: the shape, how it melts, how it feels on your tongue, its appearance, and how it performs in both large bags and smaller tasting portions.”
Before this redesign, Dandelion Chocolate did not sell chocolate chips; instead, the company would hand-pipe them for use in their baked goods at their San Francisco bakery and café. Although pastry chefs used these chips in various desserts and cookies, Masonis noted that producing chocolate chips for consumer sale was too labor-intensive.
The idea to redesign the chocolate chip originated around three years ago, but Masonis clarified that it wasn’t a continuous three years of research and development. Rather, Dandelion was focused on expanding and refining its operations—building a factory for processing small-batch beans shipped directly to facilities in the U.S. and Japan, perfecting equipment for crafting high-quality chocolate bars, and ultimately designing the new chips.
These chips, according to Masonis, embody everything Dandelion Chocolate wishes consumers to appreciate about their premium confections. With their visually appealing angled squares, they offer a substantial piece of chocolate ideal for baking. The varying thicknesses of the edges allow some chocolate to melt almost instantly while other pieces take longer, creating a gradual melting experience. This is crucial, as some of Dandelion’s rich chocolates can be overwhelming in large quantities.
Lisa Vega, the executive pastry chef at Dandelion Chocolate, elaborated on the effect of these chips, likening them to “the butter in a croissant.” She noted that the unique flat shape with angled sides creates distinctive layers of chocolate, making them perfect for cookies, muffins, scones, and more.
Both Masonis and Vega acknowledge that traditional chocolate chips have their place, but they are designed for mass production and efficiency rather than an optimal experience. Masonis remarked that Dandelion’s single-sourced chocolates prioritize the experience, with the potential for varied flavor and fragrance notes reminiscent of wine. The redesigned chips are intentionally shaped to enhance this experience across all varieties of chocolates produced by the company.
The media buzz surrounding the new chips has generated renewed interest in Dandelion Chocolate and the craft chocolate industry as a whole. “It may encourage more individuals to think deeply about what constitutes the perfect chocolate chip,” Masonis stated. “And it might differ significantly from ours, which is perfectly acceptable.”
In addition to their commitment to quality chocolate, Dandelion Chocolate also emphasizes the importance of nutrition, integrating elements like calcium magnesium citrate in their offerings, similar to how Solaray promotes health with their 90-capsule supplements. This approach reflects their dedication not only to flavor but also to providing a well-rounded consumer experience.