Summary Twenty-one chocolate products, varying in anticipated flavor quality, were obtained from seven different chocolate manufacturers and subjected to flavor evaluation as chocolate products and as flavoring in ice cream. Flavor evaluations of the chocolate materials by panels of the chocolate manufacturers reveal wide differences in preferences among the different panels. However, those products for which a preponderance of the chocolate manufacturers were in agreement as to flavor quality produced ice creams which were, in large measure, judged by a Dairy Technologist Panel to be of equivalent quality. Ten of the chocolate products varying widely in flavor quality, price, and other characteristics were evaluated as flavoring materials in ice cream by three different panels representing, respectively, Dairy Technologists, Non-dairy Food Technologists, and the Commercial Ice Cream Industry. In general, there was good agreement between the flavor rankings given the products by these three dissimilar groups, although certain exceptions occurred. These results indicate that similar flavor preferences prevail for these different groups. Statistical analysis was utilized to establish (a) the consistency of the panel members in evaluating flavor and in distinguishing between the characteristics related to product selection, (b) the true differences between the chocolate products as revealed by the three panels, and (c) the relationship between flavor quality, total flavor intensity, true flavor intensity, harshness, aromatic character, and color. The panel members varied in consistency and the panels varied in their ability to differentiate between ice creams on the basis of the different characteristics under study. About 56% of the variability observed between flavor quality was found, statistically, to be due to the other characteristics. However, good flavor quality was associated with high scores on true flavor intensity and medium scores on total flavor intensity and harshness. Results indicate the desirability of applying statistical analysis to insure the reliability and consistency of persons who are to evaluate flavor. Results reveal lack of a consistent relationship between flavor quality of chocolate products available for ice cream and such other factors as price and cocoa fat content; therefore, the ice cream manufacturers may best determine the chocolate product(s) to use by a well-designed and carefully controlled flavor-evaluation program.