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It's a debate that splits the nation – does chocolate belong in the fridge or the cupboard?
While many people claim it tastes best at room temperature, others are convinced keeping it in the fridge results in a more satisfying treat.
Now, scientists have revealed the definitive answer.
According to Professor Charles Spence, Professor of Experimental Psychology at the University of Oxford, chocolate tastes better from the fridge.
Chilling chocolate not only boosts its flavour but also its texture, according to the expert.
'We like foods when they make some noise. One of the benefits of putting chocolate in the fridge is that you get a better snap when you break a fridge–cold bar,' he explained.
The advice will come as no surprise to many Brits, who often take to social media to advocate for the fridge method.
'I don't want to shame anyone but I'm just saying, if you don't keep your Chocolate Digestives in the fridge, I don't want to associate with you,' one TikToker declared.
It's a debate that splits the nation – does chocolate belong in the fridge or the cupboard? (stock image)
The benefits of keeping chocolate in the fridge are threefold, according to Professor Spence.
Beyond the satisfying snap, he explains that starting with colder chocolate can prolong the melting sensation in the mouth, creating a slower, more indulgent eating experience.
What's more, there's a psychological factor at play.
'Taking foods from the fridge helps to connote the notion that they are fresh, and we all like fresh food,' Professor Spence explained.
'Lower temperatures can also dull extreme flavours such as bitterness and sweetness, helping to create a more refreshing, balanced bite where the creamy mouthfeel takes centre stage.'
Professor Spence's advice will be welcomed by the 80 per cent of chocolate lovers who already refrigerate their chocolate in the summer, according to a recent poll.
Commissioned by Cadbury to celebrate its new Dairy Milk Strawberries & Creme Frappe bar, the poll of 2,000 Brits found that 69 per cent chill their chocolate to stop it melting too quickly.
Meanwhile, more than half (51 per cent) chill theirs because they love the crunch and crack of a cold bar.
Michael Moore, Marketing Manager at Cadbury said: 'We know how passionate the nation is about the great "fridge vs cupboard" debate.
'Which is why we're so excited to launch the new limited–edition Cadbury Dairy Milk Strawberries & Creme Frappe bar.
'It's a flavour that screams British summertime, and we've designed it to be the ultimate chilled treat – straight from the fridge.'
The news comes shortly after Professor Spence revealed why Dubai chocolate has proved so popular.
According to the expert, its success is largely due to the 'lurid' green colour of the filling.
'You have a powerful visual contrast: lurid green against brown chocolate,' the scientist explained.
'This makes it stand out in photographs and captures our attention since we are drawn to visually interesting objects (think of the Aperol spritz with its distinctive orange color).'
Chocolate is undoubtedly the nation's favourite dietary vice but lots of research over the years has found that it could actually be good for us.
With more than 300 chemicals in chocolate, scientists are investigating a whole range of health benefits linked to the food.
Researchers at Harvard University studied 8,000 men aged over 65 and found that those who ate modest amounts of chocolate lived almost a year longer than those who ate none.
Dr Neil Martin of the Cognition and Research Centre at Middlesex University exposed people to different smells and measured their brain activity.
The results showed that smell receptors in the nasal passages reacted so strongly to the chemical mix in chocolate that it left people on an emotional high.
A 100g bar of dark chocolate gives you 2.4mg of iron and 90mg of magnesium, around one third of the recommended daily amounts.
White chocolate, on the other hand, contains no cocoa solids, just cocoa butter, and is relatively high in fat. A 100g white Toblerone bar has a whopping 540 calories and 30.7g of fat.
Yet, despite its sugar content, chocolate is said by dentists to be less damaging to the teeth than many other sweets because it tends to be chewed quickly, not sucked.
There are also naturally-occurring tannins in chocolate that help to inhibit the growth of dental plaque.
And there is known to be a substance in all chocolate called phenylethamine (PEA), which is produced naturally by the brain and thought to increase levels of the mood-enhancing chemicals, serotonin and endorphins.
In theory, the more PEA you eat, the more amorous and aroused you feel, which is why chocolate has gained a reputation as an aphrodisiac.
A TV series on the Food Network called Food: Fact or Fiction? looks at how eating chocolate affects the brain.
Researchers found sharing chocolate with a loved one increased oxytocin levels.
This much-loved sweet treat also stimulates theobromine and phenylethylamine.
Phenylethylamine stimulates the release of B-endorphin which stokes the production of dopamine and norepinephrine.
These chemicals flood your system when you're feeling loving.
Theobromine is chemically similar to caffeine and like its chemical cousin it stimulates the central nervous system and also has mood enhancing effects.
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