You might imagine that the chocolate was bitter, grainy, and terrible, and I have no doubt that some of it was, but European Americans of the day enjoyed sugar (grown and processed by enslaved workers in various parts of the world) and spices such as cinnamon (compliments of the Spice Trade). In other words, taste-wise it could take on a Hershey Bar on the battlefield or off.
FYI: In Europe, the cost of the cacao was prohibitive so the well-to-do had to suffice with drinking chocolate. But in North America chocolate was more readily available. Drinking chocolate was still the norm, but eating chocolate was on-the-scene and considered good for health and vitality, as many say today.
In fact, Bakers Chocolate of Boston was already advertising by 1770. Their most famous advertising campaign, concocted in the 1800s, was based on the painting La Belle Chocolatière or “The Chocolate Girl," by French artist Jean- Étienne Liotard in the 1740s. Today, you can find a tasty example of chocolate from 1750, made by American Heritage - a small division of Mars.