Whittaker's Chocolate

Rachel gave me a few chunks of Whittaker's Dark Chocolate.  How do I describe the chocolate?  It is quite non-descriptive.  It's a bit like Van Houten.

Whittaker's website is quite cute.  And I only just learnt Van Houten is now Hershey's.

At the end of the day, these old-branded chocolate companies stick with their old recipe when chocolate supplies was limited and chocolate production was elementary.  As a result, their chocolate are very non-descriptive.  It was acceptable in the last millennia, but they really should move on with time.