Natural Cocoa Powder Puts the Generic Stuff to Shame—Here are 4 of Our Favorites

Natural cocoa powder has more fat, which equals more flavor.

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Collage of five natural cocoa powders and one low-fat powder for comparison
Low-fat natural cocoa powder (second from right) tends to be duller in color than higher-fat versions. .

Serious Eats / Vicky Wasik

Straight to the Point

Our favorite natural cocoa powders include ones from GERBS, Sunfood Superfoods, Penzeys, and Pure Natural Miracles. You can read more of our recommendations below.

Editor's Note

Since this guide was first published, the Herbal Secrets brand has changed its sourcing for cocoa powder to a formula that no longer meets our standards for minimum cocoa butter content. We've removed that product from our list, although references to it may remain in the comments and elsewhere on the site.

I'm not usually one for kitchen hacks, but sometimes there really is one simple trick that can change your life. If you're a baker, anyway! And it's as easy as this: Stop baking with low-fat cocoa powder. Because, unless you’re a cocoa enthusiast, I guarantee the cocoa sitting on your shelf right now is low-fat.

But upgrade your cocoa powder, and in one fell swoop your favorite cakes will suddenly taste more aromatic and rich, your cookies will be less crumbly and more flavorful, and your hot cocoa will be bolder and more velvety. I could go on (I haven't even talked about ice cream and fudge), but I think you get the idea.

In the realm of chocolate, fat is flavor, so why settle for brands that skimp?

To fully appreciate the answer, it's important to understand what cocoa powder is: the slightly acidic mass of dry matter left behind after the oily cocoa butter is extracted from cocoa beans that were previously fermented and roasted for maximum flavor.* So the resulting powder will vary depending on the type of cocoa bean involved, its quality, how long it was fermented, how darkly it was roasted, and how much of its fat was removed. That means that the flavor, color, and richness of natural cocoa powder will vary from brand to brand.

*For Dutch-process cocoa, the process is exactly the same, but an alkalizing agent is added to neutralize the cocoa’s natural acidity.

Six cocoa powders scattered on a marble surface

Serious Eats / Vicky Wasik

The FDA stipulates that cocoa powder must contain at least 10% cocoa butter, so most brands squeak by with the bare minimum required to meet that legal qualification. Cocoa butter is expensive, so the more they can squeeze out, the lower the final cost. But the more cocoa butter they extract, the greater the concentration of cocoa solids, which are fibrous, starchy, and less aromatic—characteristics that can make desserts seem chalky, dry, and bland.

In the olden days, that's all home cooks had to work with, and, while there's something to be said for their ingenuity, we don't face those same limitations today. Anyone can hop online and choose from an array of natural cocoas that offer a better balance of flavor and fat. But wading through that huge number of options would be a full-time job, and that's where I step in. After baking and tasting my way through more than a dozen different brands, I've narrowed the list down to my top four natural cocoa powders.

In a simple chocolate sheet cake, these brands provided an outstanding combination of flavor, color, richness, and aroma. Compared with the same cake made with low-fat cocoa powder, the difference was almost comical. When compared with each other, on the other hand, their individual nuance was all but lost to the competing flavors of butter, brown sugar, eggs, and vanilla in the cake. However, in less complex recipes, such as a basic chocolate pudding or a mug of hot cocoa, the character of each cocoa powder came through loud and clear. For me, one cocoa in particular stood out above the rest, but you may feel otherwise depending on your own go-to applications.

Consider this list a springboard for jumping into natural cocoa powder beyond the standard supermarket fare, and a way to add life to your favorite recipes without reinventing the wheel.

What to Look for in a Great Natural Cocoa Powder

Ultimately, picking "the best" natural cocoa is a highly subjective decision that depends on personal preference as much as usage. The true worth of these cocoas isn’t in their tasting notes or cocoa butter percentages, but in their ability to help us understand how natural cocoa affects the flavor and texture of dessert. If nothing else, it's an excuse to pick out something new and start baking!

GERBS Natural Cocoa Powder

GERBS Natural Cocoa Powder, 32 ounce bag

GERBS Natural Cocoa Powder


With a fat content in the 22-to-24% range, GERBS Natural Cocoa Powder is absolutely legit.

It has a rich chocolate aroma that’s both classic and complex, super chocolaty up front but with an undercurrent that reminded me of dried figs: undeniably fruity, yet simultaneously earthy and deep. What struck me most was its aroma, which wafts up from the bag and into your nose like some scene from a cartoon. Those qualities make it a versatile cocoa for baking—bright enough to pair with light and fruity desserts, but dark and aromatic enough for satisfyingly intense brownies and hot chocolate. When all the testing was done, this was the brand I reordered for myself, a good all-around option that's sure to play nice in any recipe that calls for natural cocoa.

Price at time of publish: $28.

Collage of Gerbs cocoa powder, by itself, in hot cocoa, and in the packaging

Serious Eats / Vicky Wasik

Sunfood Superfoods Organic Cacao Powder

Sunfood Superfoods Cacao Powder - Pure Raw Organic. 1 lb Bag

Sunfood Superfoods Cacao Powder


Despite a tawny color that’s much lighter than the packaging suggests, there's nothing pale about the flavor of Sunfood Organic Cacao Powder.

This cocoa brings a lot of personality to the table, with an aroma reminiscent of dried fruit or an oaky wine, something a little woodsy but sharp—just the right acidity to cut through its fat content of around 40%. Some bakers may find it a bit too distinctive for a classic hot cocoa, but it'll sing in fancier applications, like a chocolate sourdough, or as the dusting for some high-end truffles. Reach for it in any recipe that calls for natural cocoa, especially those you intend to pair with fruit or wine.

Price at time of publish: $17.

Collage of Sunfood cocoa powder, by itself, in hot cocoa, and in the packaging

Serious Eats / Vicky Wasik

Penzeys Natural Cocoa Powder

Penzeys Natural Cocoa Powder

Collage of Penzeys cocoa powder, by itself, in hot cocoa, and in the packaging

Serious Eats / Vicky Wasik

For many bakers, Penzeys Natural High Fat Cocoa is the original gateway to the realm beyond supermarket cocoa, and there's a reason it's a cult fave among serious bakers.

This cocoa is as earthy and dark as it looks, with a classic cocoa flavor that’s rich and smooth. While not as fruity or acidic as some of the others, it has a pleasant mustiness about it, like nutmeg or freshly cut hay. It's as versatile as they come, and perfect for whatever desserts you have in mind.

Price at time of publish: $19.

Collage of Penzeys cocoa powder, by itself, in hot cocoa, and in the packaging

Serious Eats / Vicky Wasik

Pure Natural Miracles Cacao Powder

Pure Natural Miracles Cacao Powder, Organic Raw Unsweetened Cocoa, 1 lb

Pure Natural Miracles Cacao Powder


With a fat content of just 14%, Pure Natural Miracles is the leanest cocoa powder of the bunch, but it's a worthy contender.

It has a no-frills chocolate flavor that’s super straightforward, but more nuanced than that of typical supermarket cocoa. While not as fruity as some of the other options, it has a hint of mellow acidity along the lines of golden raisins, something simple and bright. Because of its lean formula, this cocoa wouldn’t be my first choice for drinking, but I think it would be a workhorse cocoa for bakers who’d like to step up their game without straying too far from the familiar flavors and textures of supermarket cocoa.

Price at time of publish: $20.

Collage of Pure Natural Miracles cocoa powder, by itself, in hot cocoa, and in the packaging

Serious Eats / Vicky Wasik


What is the best cocoa powder for baking?

The answer to this is highly subjective, however we prefer natural cocoa powder for its higher cocoa butter content (more fat equals more flavor). We recommend trying out cocoa powders from GERBS, Sunfood Superfoods, Penzeys, and Pure Natural Miracles, all of which are available online.

What's the best cocoa powder for hot chocolate?

For hot chocolate, we recommend this cocoa powder from GERBS. It's dark and aromatic, leading to wonderfully intense hot chocolate.

What is Dutch cocoa powder?

Dutch-process cocoa powder has an akalizing agent added to neutralize the cocoa’s natural acidity. As we explained in our roundup of the best Dutch cocoa powders, "most Dutch-cocoa brands contain nearly twice the fat of natural styles, and often come from better-quality beans. The result is a slightly alkaline cocoa powder that's higher in fat, lower in starch, and more aromatic all around, with a mahogany color and a flavor profile that emphasizes cocoa's darker, nuttier, earthier tones."

Article Sources
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  1. “CFR - Code of Federal Regulations Title 21.” Accessed August 19, 2021.