Chocolate,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about chocolate — and record exactly which brands they put forward. Right now, Cadbury owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Cadbury is the default answer.
Named in 33% of chocolate answers, typically in position 1.5. Heroes follows at 33%, Lindt at 28%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Cadbury | 33% | 1.5 | 0% | — |
| 2 | Heroes | 33% | 1.5 | 0% | — |
| 3 | Lindt | 28% | 1.6 | 29% | 71% |
| 4 | Galaxy | 23% | 2.3 | 4% | 17% |
| 5 | Hotel Chocolat | 20% | 1.8 | 46% | 32% |
| 6 | Maltesers | 18% | 3.4 | 0% | — |
| 7 | Celebrations | 17% | 3.0 | 4% | — |
| 8 | Twix | 17% | 3.0 | 0% | — |
| 9 | Snickers | 17% | 3.1 | 0% | — |
| 10 | Bounty | 13% | 3.1 | 0% | — |
| 11 | KitKat | 13% | 3.1 | 0% | — |
| 12 | Mars | 13% | 3.1 | 0% | — |
| 13 | Quality Street | 8% | 5.8 | 0% | — |
| 14 | Kinder | 7% | 3.8 | 4% | — |
| 15 | After Eight | 7% | 6.0 | 0% | — |
Chocolate is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In chocolate, Hotel Chocolat leads attraction at 125 against Nestlé at 82, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full chocolate desire edition →
The referees of chocolate.
The independent sources AI models cite when answering chocolate questions — the places a brand needs to be seen, reviewed and ranked.
Lindt converts reads into citations. Galaxy doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Lindt converts 71% of reads; Galaxy just 17%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Cadbury | 33% | 1.5 | 0% | — |
| 2 | Heroes | 33% | 1.5 | 0% | — |
| 3 | Lindt | 28% | 1.6 | 29% | 71% |
| 4 | Galaxy | 23% | 2.3 | 4% | 17% |
| 5 | Hotel Chocolat | 20% | 1.8 | 46% | 32% |
| 6 | Maltesers | 18% | 3.4 | 0% | — |
| 7 | Celebrations | 17% | 3.0 | 4% | — |
| 8 | Twix | 17% | 3.0 | 0% | — |
| 9 | Snickers | 17% | 3.1 | 0% | — |
| 10 | Bounty | 13% | 3.1 | 0% | — |
| 11 | KitKat | 13% | 3.1 | 0% | — |
| 12 | Mars | 13% | 3.1 | 0% | — |
| 13 | Quality Street | 8% | 5.8 | 0% | — |
| 14 | Kinder | 7% | 3.8 | 4% | — |
| 15 | After Eight | 7% | 6.0 | 0% | — |
Three models. Three different answers.
Ask about chocolate and the brand you are shown depends on the assistant: Claude → Lindt, Gemini → Cadbury, ChatGPT → Heroes. Their top-five lists share just 67% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Lindt | 40% | 25% | 20% | 20pp |
| Celebrations | 30% | 10% | 10% | 20pp |
| Mars | 25% | 5% | 10% | 20pp |
| Bounty | 25% | 5% | 10% | 20pp |
| Galaxy | 30% | 15% | 25% | 15pp |
| Snickers | 25% | 15% | 10% | 15pp |
| Twix | 25% | 15% | 10% | 15pp |
| Thorntons | 15% | 0% | 0% | 15pp |
| Kinder | 0% | 5% | 15% | 15pp |
| Maltesers | 25% | 15% | 15% | 10pp |
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 02:27:59 GMT.