This study compares the rheological, thermal, and textural characteristics of four types of chocolate—white, milk, ruby, and dark—produced by the same manufacturer. White, milk, and ruby chocolates contain 36% fat, while dark chocolate has 39%. Cocoa content varies: from 28% in white, 33% in milk, 47% in ruby, to 70% in dark chocolate. Rheological properties were assessed with a rotational rheometer, while density was measured with a gas pycnometer. Particle size distribution (PSD) was evaluated using laser diffraction, and thermal properties were analyzed with differential scanning calorimetry (DSC). DSC results indicated that enthalpy increased with cocoa content, whereby dark chocolate showed the highest value (55.04 J g⁻¹) and white chocolate the lowest (35.3 J g⁻¹). PSD followed a monomodal pattern; dark chocolate had the smallest particles leading to the highest hardness. Density ranged from 1.2773 to 1.2067 g cm⁻³. Results from classical rotational rheological measurements were in accordance with oscillatory measurements. Rheological measurements confirmed that the Casson yield stress was highest for milk chocolate (17.61 Pa). The viscosity values decrease with increasing shear rate for all chocolates. All chocolate samples showed strong shear-thinning behavior up to 100 s.1 shear rate. Oscillatory measurements showed paste-like nature of all samples, i.e. storage modulus G’ dominates loss modulus G’’ at small shear stress values, and that complex modulus G*, which represents the stiffness varied as follows: milk > white > dark > ruby.