The main difference is in what the bar is made to do. A regular chocolate bar is primarily a sweet treat: its taste, texture and size are designed around sugar and fat. This CHIKALAB bar is designed as a snack that tastes like a chocolate-coconut dessert but also contains a noticeable amount of protein and fibre.
The protein comes from three milk-derived ingredients: whey protein concentrate, whey protein isolate and milk protein concentrate. Together they provide essential amino acids from milk in a form the body can use efficiently after physical activity or during a busy day when a full meal is not possible. The bar also contains soluble corn fibre, which raises the fibre content and gives it a softer, more substantial texture. That fibre is one reason the snack can feel more satisfying than a standard chocolate bar, because it slows the rate at which the snack passes through the stomach.
Sweeteners (sucralose and steviol glycosides) are used to keep sugar lower than in classic sweet bars while preserving a sweet, creamy coconut flavour. So the taste profile is close to confectionery, but the nutritional profile is not the same.
What this means in practice: if comparing it with a chocolate bar, it is not the same product with protein added. It is a bar where the sweet taste is partly delivered by sweeteners and the base is a protein and fibre blend rather than mostly sugar.
It is still a snack, not a substitute for a balanced meal, and is best used as one item in a varied diet.