Just about two hours from New York (depending on the traffic) is East Norriton, Pennsylvania, which is around 25 miles northwest of the heart of Philadelphia. If you’re headed that way, take the detour to East Norriton, a small and picturesque township with less than 14,000 residents—and some of the best chocolate in the country.
In late April of this year, Antoine Amrani Chocolates (www.aachocolates.com) opened a retail Factory Store location in East Norriton and launched a website for mail-order nationwide and across Canada. Already a few magazines and gourmet critics are salivating and so we decided to check it out for ourselves.
Martha Seidner, Vice President of Smith Design (www.smithdesign.com), the brand marketing firm behind Antoine Amrani Chocolates, points to the "look" of Antoine Amrani products and the environmentally responsible policies of the company as a couple of sources of Mr. Amrani’s success in such a brief amount of time. These gorgeous brown sturdy boxes are splashed with stripes of bright bold colors and make excellent reusable storage boxes. (Plus, they’re made entirely of carbon neutral recycled material, are FSC certified, and are manufactured with wind energy!) The chocolates themselves are preservative-free with source ingredients from local farms and organic growers from around the world.
But what about the taste? Renowned Chef Jean Banchet called Antoine Amrani Chocolates "the finest chocolates in the United States." Chocolate Zoom spoke with Mr. Amrani for an exclusive interview to ask him what he thought of the accolades and what he’s got to offer.
Mr. Amrani credits Mr. Banchet’s judicious taste-testing and compliments as one of the factors that inspired him to branch out on his own, after creating unique fine chocolates and pastries for eight years at the sophisticated Philadelphia restaurant Le Bec-Fin. Opening his own chocolate shop and developing a line of chocolates had been Mr. Amrani’s childhood dream, which had inspired him to seek culinary education in Paris. While there, he trained at the Ritz Escoffier and then traveled throughout Europe to work under several Master Chefs.
Asked what sets his chocolates apart, Mr. Amrani responds, "What really sets our chocolates apart are four key things: how our chocolates look, how they taste, how they are made and how they are packaged together, all of which results in what we like to call a ‘superlative’ chocolate experience. As a Chef Chocolatier, what is most important to me is to provide the very finest quality and flavors. My goal is to introduce the pleasures of enjoying true European-style chocolates to the American market. The result of our natural and frequently organic ingredients is very smooth textures along with very pure, clean and bold flavors. Like a perfectly ripe piece of fruit, my chocolates were created to be eaten and enjoyed freshly made, not put away in the pantry."
As import as the taste is, the gourmet chocolate experience isn’t complete without presentation. Says Mr. Amrani, "I wanted my chocolates to stand out visually from others, to create an enticing and beautiful experience. Each is custom designed and many are made from molds created exclusively for us in Italy. Many people comment on our chocolates’ ‘jewel-like’ appearance. These chocolates are small luxuries---a way for almost anyone to experience the very finest of something. I take great pleasure in seeing people enjoy my chocolates and expand their palette to new flavors."
Asked to explain the choices that went into the brand’s distinguishing packaging, Mr. Amrani explains, "Smith Design and I agreed that we needed something very distinct, bold, and enticing since that’s how they felt about my chocolates. (I was sure to keep plenty on hand for their inspiration when we were working together to create the design for our brand!) We designed them so our customers would want to give our chocolates as a gift." Mr. Amrani also pointed out that the environmentally responsible aspects of the packaging go hand-in-hand with the company’s goals.
There hasn’t been a clear frontrunner as far as the most popular individual flavor at Antoine Amrani Chocolates because the chocolates are so new! The most popular Antoine Amrani product is currently the 17-piece classic box, with which you get a chance to sample all 12 Antoine Amrani signature flavors: Banana Rum, Pistachio, Coffee Sour Cherry, Orange Grand Mariner, Hazelnut Praline, Duo Café, Pure Dark, Almond Crisp, Raspberry, Earl Grey, Coconut Kaffir Lime, and Cinnamon Honey. It’s definitely a perfect introduction to Antoine Amrani Chocolates and has Mr. Amrani’s personal recommendation.
After trying the box, says Mr. Amrani, "so many people have commented that they have been introduced to many new flavors, even those they thought they would not favor. But when they taste it they say, ‘Wow, this is so different from what I imagined!’" He points to another popular use for the 17-piece box. "Many people also use this assortment for an informal ‘chocolate tasting ’ at their home. Similar to a wine tasting, they invite their friends over and cut each chocolate into smaller pieces and compare thoughts and opinions. This can be a lot of fun and it is very gratifying to me that I am exposing Americans to the art of European-style chocolates and the recipes that I have been working on and perfecting throughout my career as a Chocolatier. I love the idea that my customers are becoming chocolate experts and are viewing chocolates as a unique pleasure for entertaining and of course, for the simple enjoyment of eating!"
Each visit to Antoine Amrani Chocolates is bound to promise something new. Mr. Amrani creates new products "almost everyday" at the factory retail location—which he calls "the most exciting part" of what he does—and lucky visitors get to sample and buy them first. Based on feedback, the new products are perfected and then sold to the rest of us online. The latest offerings include a range of Nut and Fruit confections and a completely new line of caramels including Coffee Caramels, Organic Sea Salt with Nuts and Cinnamon Spice Caramels flavored with Smoked Sea Salt, which will be perfect for the winter holidays and will soon be available online. Mr. Amrani will also soon be introducing his own take on a classic American dessert: the Brownie. "Of course, Antoine Amrani brownies will feature both a European influence and my chocolate!"
Mr. Amrani encourages Chocolate Zoom readers to visit his Factory Store—where there will soon be factory tours—10-5 daily (which will include Sundays this fall). If you can’t get there, at least visit the online store, which has sections that cater to corporate, weddings, and special event needs. Mr. Amrani also told us about an exciting upcoming program: "I will soon be introducing children to European chocolate-making through my Le Petit Chocolatier program, with a portion of proceeds benefiting Children’s Hospital of Philadelphia (CHOP)."
Adds Mr. Amrani, "We love to hear from our customers. Please taste our chocolates and send your feedback and comments to us online!" Once you taste Antoine Amrani Chocolates, you’ll likely feel compelled to join Chef Jean Banchet and do just that!
