Preheat your oven to 350°F (175°C) and grease a 9x5 loaf pan.

Sift together the plain flour, baking powder, and salt in a medium bowl.

Cream softened butter and sugar until pale and fluffy, about 3-4 minutes.

Add eggs one at a time, mixing well after each addition.

Gradually add half of the flour mixture, then whole milk, followed by the remaining flour, stirring until just combined.

Toss chocolate chips in a bit of flour then fold them into the batter.

Pour the batter into the prepared loaf pan and smooth the top.

Bake for 45 to 55 minutes, checking for doneness with a toothpick.

Let the cake cool in the pan for 10 minutes before transferring to a wire rack to cool completely.