Does “extra rich milk chocolate” mean there’s more milk or more chocolate?

Question by Lloyd: Does “extra rich milk chocolate” mean there’s more milk or more chocolate?
I just don’t get it. If there’s more chocolate, then it would be more like a dark chocolate, but milk chocolate lovers usually don’t like dark chocolate. But, if it’s more milk, then wouldn’t that weaken the overall flavour, making it less rich?

This one’s really confusing.

Any help?

Best answer:

Answer by PoohBearPenguin

In the parlance of the marketing types, generally, “extra rich” means that it has more fat. But in the case of chocolate milk, for instance, they may have added an ingredient called “maltodextrin” or any one of a number of “gums” which are just fiber compounds that make the mouth feel seem richer.

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