Ritual Camino Verde in Ecuador 75%

I got this Ritual bar from M&S's clearance.  It is from Ecuador, so I am reassured.  When I opened it, I wasn't sure, as it smelt of paper bag, then as it melts in my mouth, the Ecuadorean flavour came out and I am very happy with the bar.  I was searching for the actual retail price, it would be 10 bucks.  It is nice, but I am not sure it is worth 10 bucks..