This is the first milk chocolate Endangered Species Chocolate bar I have tried, and I approached it with some trepidation.  

I'm not a big fan of milk chocolate bars as a rule.  I tend to associate them with bland, waxy, mass market "candy" like Hershey bars.  Or I find them to be overly sweet, as I do many of the Cadbury milk chocolate bars.

The technical differences between "dark chocolate" and "milk chocolate" kind of depend on who you're talking to, and what country they are in.  As a general rule, dark chocolate is cocoa plus fat and sugar.  Milk chocolate is cocoa plus fat and sugar, AND milk.  Take a perfectly good batch of dark chocolate, add some milk, and there's your milk chocolate.

The percentage of cocoa is a good rule of thumb when judging chocolate by its wrapper.  Most dark chocolate bars are at least 70% cocoa, ideally more like 80%.  I find that at 90% cocoa and above it's too hard and bitter for my taste, but a lot of people like that.

By comparison, milk chocolate has far less cocoa.  This is both because it's diluted by milk, and because it's cheap.  I suppose there's no technical reason you couldn't make an 80% milk chocolate, but the thought of it confuses me.  More common is the mass market milk chocolate bars which usually clock in around between about 10% and 20%.  A Hershey bar, for example, is 11% cocoa.

Hopefully this all helps to contextualize the fact that this Endangered Species Chocolate bar is a milk chocolate with a startling 48% cocoa.  

48%!

I had no idea dolphins were so delicious.  I barely even noticed the cherries, except as a textural addition.  I was too busy studying the various complex notes and the play of creamy texture versus rich chocolate flavor.  By which I mean, "trying not to make snarfing noises."

I don't know if this represents a new trend, the "high cocoa content milk chocolate" trend.  But I am all in favor of it.  Now admittedly, most sources say that you need at least 70% cocoa content in order to get the antioxidant benefits that dark chocolate provides.  Which just means that you can't use the antioxidant excuse.  

Milk chocolate has accumulated a decidedly "low rent" reputation here in America.  Largely thanks to the work of giant conglomerates like Hershey.  The kind of people who brought you the abomination which is typically denoted with the adjective "chocolatey."

People I am here to tell you, it doesn't have to be this way!  Having had this bar, I think that's an unfair characterization.  Milk chocolate with a properly high cocoa content pairs the wonderful texture of milk chocolate with the rich flavor of a dark chocolate.  It's literally the best of both worlds.  

The more of these people buy, the more companies will be willing to produce them.  And that is why I will demand, in complete selfishness, that you go buy a bar RIGHT NOW.  Buy lots!