In the lead-up to World Chocolate Day on July 7, Deliveroo has conducted research that reveals a huge reason why retailers could soon be rethinking where to stock chocolate in store. Deliveroo asked 2,000 Brits about their chocolate preference, and the research revealed that 8 in 10 keep their chocolate in the fridge, with milk chocolate more popular than white and dark.
It also emerged that men are more likely to keep chocolate in the fridge than women. Over half choose to refrigerate chocolate to prevent it from melting, whilst 17.8% said chilling it made chocolate taste better, and 18% chill chocolate as they prefer the texture when cold.
The controversial topic has been addressed by chocolatiers from around the world many times before, with experts suggesting that chocolate should always be stored in a slightly cool, dry, dark place such as a cupboard or pantry at temperatures less than 21°C to ensure the quality isn’t compromised.
Aisha Jefferson at Deliveroo said: “Ahead of World Chocolate Day, we launched a poll on our social media channels asking over 100,000 of our followers whether chocolate should be stored in the fridge or out of the fridge. The fridge came out on top with our followers but it sparked a passionate debate that we just had to settle once and for all. Rightly or wrongly, our research reveals that we are officially a nation of refrigerated chocolate eaters. Perhaps this will see chocolate making its way into the fridge section of all retailers after years of being placed in ambient aisles."
