As chocolate prices continue to rise, some companies are taking drastic measures to counteract sticker shock. And it's leaving a bitter taste in the mouths of some consumers.

With the cost of cocoa steadily ticking up, some brands have begun swapping in different ingredients. But does the end result taste the same as the real deal?

NBC News chief consumer investigative correspondent Vicky Nguyen went straight to the source to find out.

In the latest segment of “TODAY’s Consumer Confidential” on Dec. 9, Vicky took a look at real chocolate versus fake chocolate and enlisted the TODAY anchors to take part in a taste test. But first, she tapped several industry experts to share their thoughts on the rising trend.

Rich Hartel, a food science professor at the University of Wisconsin, Madison

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