Clinical white walls, minimal elbowroom and faux-prison bars lining the entrance, these are not images that one would naturally associate with an emporium of chocolate. Fortunately, this chocolaholic paradise with an almost oxymoronic moniker is single-minded in its execution.

Awfully Chocolate neither advertise nor care much for marketing and will gladly inform you that they have every intention of dashing cake shop dogma. Endearingly unapologetic about this, the ‘no nonsense’ mission statement rings true from first impressions to product list. Their approach may well be unorthodox but make no mistake, Awfully Chocolate is a cake shop, albeit a bizarrely specific one.

As their succinct and distinctly philosophical literature explains, you won’t find flimsy desserts stacked high with cream, mousse and other frustratingly ethereal components. Neither will you find lashings of fruit, honey, caramel or red bean paste. Awfully chocolate not only covet the velvety cacao seed that creates their namesake, they refuse to compromise it by mixing it with anything but a small number of ingredients. Offering variations on a theme rather than a multitude of chocolaty treats, that theme is simple, dark chocolate cake with dark chocolate fudge. At a push one might opt for the banana or imbued cherry variations, but newcomers would be wise to keep things simple.

Available in two sizes, never by the slice and made to order, this is a cake designed to satisfy without garnering the sort of food coma one might expect. A sumptuous indulgence that begs to be shared but promises little in the way of repercussions thanks to wildly fresh ingredients and clean austere presentation. Of course, its chocolate cake, so no amount of angelic ambiance will abolish the sinful calorie count, but one mustn’t dwell on figures, not at a time like this.

In addition Awfully Chocolate produces devilishly good chocolate ice cream, again straying far from the selection overload that can be found elsewhere. Focus is on quality with characteristic disregard for variety although they kindly offer a choice of double or single scoop, allowing, ultimately, for a decision between guilt and dissatisfaction.

A brave little location that can be found a short distance away from the escalator on Caine Road, the brilliant white frontage and imposing barred door might not seem entirely inviting but once you’re inside the goods will certainly keep you coming back for a regular fix.