Rather ironically TJ private label used to be even better a few years ago, when they used a French chocolate. But that supplier couldn't keep up with their quantities, and Belgian is a better brand in the US than French, so they switched to an inferior chocolate -- but still excellent and great value compared to the alternatives. Proving that quality and price are loosely coupled when it comes to chocolate. For whatever reason, TJ has excellent chocolates in general (their buyer must really like chocolate).