I will pick dark chocolate over milk chocolate any day. For some reason I've been making my hot chocolate with regular Hershey's Cocoa powder for years. Then I had a friend turn me on to Hershey's Special Dark Cocoa powder. I will never bother to make hot chocolate without the special dark again. Also, you can add in a bit of cayenne pepper to taste and it completely adds to the richness of the dark chocolate. My husband was worried my daughter would freak out over the spice of the cayenne, but she loved it that way. I added some marsh mellow and some heavy whipped cream. Sprinkled a bit of the cocoa on top and my daughter thought it was the best thing in the world. Try it out!