The purpose of this study was to determine the sensory properties and acceptability of lab developed prototypes of conventional, diabetic (with no sugar), and diabetic/reduced calorie milk chocolates (no sugar and 25% calorie reduction) with high-intensity sweeteners, sucralose and stevioside, and partial fat replacement with whey protein concentrate (WPC). PLS was performed in order to relate sensory properties and consumer acceptability and to determine drivers of liking and disliking. There was no difference between conventional, diabetic and diabetic/reduced calorie milk chocolates for brightness, cocoa aroma, cocoa butter aroma, and cocoa flavor ( p > 0.05). Acceptability was higher for sucrose substitution by sucralose than by stevioside and partial fat replacement reduced acceptability of flavor even more ( p ⩽ 0.05). Crucial attributes which determine consumer acceptability in samples are sweet aroma, melting rate, and sweetness, whereas bitterness, bitter aftertaste, adherence, and sandiness were drivers of disliking.