While chocoholics may think they are spoilt for choice, with dozens of brands to be found on shop counters, a new store in Harpenden claims to sell the UK's “most premium chocolate”.

Though there was no grand opening yesterday (Saturday), plenty of shoppers found their way into DeAngelis Chocolates, in Station Road, where proprietor Rocco DeAngelis lavished free samples on his appreciative customers.

Rocco, a 43-year-old Australian Italian, has worked in the industry for the past 15 years, first as the commercial director for Ferrero and then Novi, the top Italian confectioner.

Three months ago, Rocco launched his own brand, DeAngelis, and his shop is also the exclusive distributor of Novi in the UK. His signature chocolate is flavoured with chilli, and a full range to follow.

But what separates Rocco's brand from “junk chocolate” is its high cocoa content. The chilli chocolate is 77 per cent cocoa, while other bars are as high as 97 per cent cocoa.

In addition, it is all “naturally flavoured” using beans from countries such as Bolivia, Peru, the Dominican Republic and the Antilles.

Rocco said: “It's about cocoa, not milk and sugar. It's high quality, all dark chocolate. It's got to be perfect. Perfect is my starting point.

“I want to launch the UK's most premium chocolate. Everything is chocolate and Italian.”

DeAngelis Chocolate comes only in solid bars - “pure chocolate” - as Rocco is against using cream fillings that mean vegetable fats are used in its production.

He added: “We don't like distractions because the chocolate speaks for itself.”

Rocco compared his chocolate to other brands by describing it as a gourmet hamburger compared to a fast food meal.

He said: “If chocolate is to be a health giving food it has to be made the right way. It's great tasting when it's proper chocolate. I eat very little but everyday.

“It's still fattening but if you eat it, eat the best stuff you can.”

Rocco's “Italian couture chocolate”, however, comes at a price.

He said: “You won't buy a bar of my chocolate for under £10. What that means is if you want that product, you get what you pay for. We're very niche. If you want a mass product, it wouldn't be the product we have.

“We love what we do. It's what makes me feel good. I don't have a job I have a passion that pays the bills.”