Okra (Abelmoschus esculentus) pectin is a potential new source of natural polysaccharide with gelling and emulsifying capabilities, which can be exploited industrially as functional ingredients in food and non-food products. This study evaluated the potential of okra pectin as a substitute for lecithin, an allergenic and increasingly costly emulsifier used in milk chocolate production. Milk chocolate samples were formulated with 0.2% okra pectin, with 0.2% lecithin serving as the positive control. Rheological profiling (at 35 °C and 60 °C), texture analysis, and consumer sensory evaluation were conducted to determine the impact of incorporating okra pectin. All formulations exhibited shear-thinning flow behaviour however, chocolates containing okra pectin showed significantly higher viscosity values across measured shear rates compared with lecithin based controls. Texture profile analysis revealed significant differences in gumminess and cohesiveness, while hardness, springiness, and other parameters remained comparable. Sensory difference testing indicated that consumers detected only minor attribute variations and overall acceptability did not differ significantly between samples. The results demonstrate that okra pectin can function effectively as a chocolate emulsifier, producing milk chocolate with rheological, textural and sensory characteristics comparable to those obtained with lecithin. These findings highlight okra pectin as a promising plant based hydrocolloid for chocolate manufacturing, acceptable to consumers, offering both functional and allergen avoidance advantages.