Who are these formats for?

For those looking for dark chocolate

If you want to tell a brioche with dark chocolate chips apart from one simply filled with chocolate, start with the product name and ingredients list. The amount of filling doesn’t tell you the cocoa content.

For those who have breakfast on the go

A portion that doesn’t need slicing can make it easier to head out. Auchan, for example, offers mini brioches with dark chocolate chips in individual packets. Check the number of pieces and their weight to make sure they suit your needs.

For households having breakfast at home

Sliced brioche makes it easy to serve several people without having to cut it yourself. Brioche Pasquier and Harrys offer sliced or braided brioche with chocolate chips. Choose the format you want rather than assuming it has a high cocoa content.

What should you look for before buying?

First choose a format that suits your breakfast routine, then check the chocolate, ingredients and nutritional information for the specific product.

What to consider What to check Who is it for?
Chocolate and cocoa The ‘dark chocolate’ claim, the proportion of chocolate chips or chocolate and, where stated, the cocoa percentage of the chocolate used. If I’m mainly looking for a strong cocoa flavour, I want to know what the brioche actually contains. Around 36% of consumers make this their priority.
A portion to take away The number of pieces, their weight and whether they come in individual packets. If I’m heading out and don’t want to slice a brioche, I’d choose a portion that’s easy to take with me. This is the main consideration for around 29% of consumers.
Ingredients The ingredients and allergens for the exact product, followed by the sugars, fat and other nutritional values per 100 g. Before choosing a format or type of chocolate, I need to be able to check the ingredients and compare the nutritional information. Around 21% of consumers make this their priority.
A sharing format Whether it’s sliced or designed for sharing, the net weight and the number of portions. When several people are having breakfast at home, I’m mainly looking for a brioche that’s quick to serve in portions of the right size. This format comes first for around 14% of consumers.

Common misconceptions to avoid

  • Assuming the amount of filling tells you the cocoa content

    In the filled brioche described by Auchan, the filling makes up 28% of the product, while chocolate accounts for 5% of that filling. These figures don’t tell you the cocoa percentage of the chocolate.

    If cocoa is your deciding factor, look for an explicit statement about the chocolate used rather than comparing the filling percentages alone.

  • Taking ‘no additives’ to mean ‘allergen-free’

    Harrys describes one of its sliced brioches with chocolate chips as having no additives. This claim doesn’t replace the product’s ingredients list or allergen information.

    Check the label for the product you’re buying, especially highlighted ingredients and any ‘may contain’ warnings.

  • Forgetting storage requirements when you’re on the go

    Auchan’s storage instructions for its mini brioches and filled brioches mention heat and humidity. Bear this in mind if you’re leaving a pack in a bag or car.

    Follow the storage instructions on the packaging and check the best-before date before eating.

Brands to compare

Brioche Pasquier

The brand offers mini brioches and a sliced braided brioche with chocolate chips.

  • According to Brioche Pasquier, chocolate chips make up 11% of its sliced braided brioche and 11.5% of its mini brioches.
  • These proportions of chocolate chips don’t tell you the cocoa percentage of the chocolate.

Harrys

Harrys offers sliced and braided brioche with chocolate chips.

  • Harrys states that the relevant sliced brioche contains 11.5% chocolate chips and the braided version contains 10%.
  • The ‘no additives’ claim on the sliced version doesn’t mean you can skip checking its allergens and ingredients.

Auchan

The retailer offers mini brioches with dark chocolate chips in individual packets, as well as chocolate-filled brioches.

  • Auchan states that its mini brioches, sold in packs of 12 individually wrapped pieces, contain 13% dark chocolate chips.
  • A filled brioche and a mini brioche with chocolate chips describe their chocolate content differently, so check the ingredients for each product.

Carrefour

Carrefour offers, among other products, a braided brioche with chocolate chips in its Carrefour Original range, as well as a milk chocolate brioche.

  • Carrefour states that its Carrefour Original braided brioche contains 8.5% chocolate chips.
  • A product specifically described as containing milk chocolate won’t suit you if you’re looking for dark chocolate.

E.Leclerc / Epi d’Or

E.Leclerc’s pastries and brioches range includes products with chocolate chips.

  • This range lets you look for a chocolate option for breakfast.
  • If you’re looking for dark chocolate brioche, check the product name and ingredients for the specific item.

Chocolate brioche on Joybuy

This selection features a 90 g chocolate brioche for a quick breakfast. If you’re looking for a strong cocoa flavour, check the ingredients for the specific product.

ORION chocolate brioche bread, 90 g

ORION Chocolate brioche bread, 90 g

This 90 g portion could be a good choice if you’re after chocolate brioche for a quick breakfast. If you’re specifically looking for dark chocolate or a particular cocoa content, check the type of chocolate and its ingredients on the packaging.

View on Joybuy

Frequently asked questions

Does the ‘dark chocolate’ claim guarantee a high cocoa content in the brioche?

No. It identifies the type of chocolate advertised, but doesn’t tell you, on its own, either its cocoa percentage or how much is in the brioche. Check the ingredients list and the proportions given, and don’t confuse the proportion of chocolate chips with the proportion of filling.

Which allergens should you check in chocolate brioche?

Read the information for the specific product. Depending on the recipe, products described by Harrys and Auchan may contain wheat, eggs or milk, and may also carry warnings about traces. For prepacked foods in France, the DGCCRF states that allergenic ingredients must be highlighted in the ingredients list.

How should you compare the nutritional information for two formats?

Start by comparing the nutritional values per 100 g, especially energy, sugars and fat. Then check the quantities for the portion you plan to eat. The DGCCRF identifies values per 100 g as the common reference for nutrition declarations.

How should you store chocolate brioche to take away?

Follow the best-before date and the instructions on the packaging. For the relevant Auchan mini brioches, the instructions say to protect them from heat and humidity.