8 in 10 Eat Chocolate Weekly But Almost a Third Store It Incorrectly - Tips From Chocolate Makers

Without a doubt, chocolate is the UK's nation favourite snack!

In the latest survey, chocolate received almost half of the votes – over three times more than crips - the second favourite snack.

A fifth of choc-eating Brits started enjoying vegan chocolate bars in the past year, with a third doing so to cut their dairy consumption. The research also shows that customers don't know how to store chocolate properly.

Of the Brits to have ever tried chocolate, eight in ten have it at least once a week, with a third eating it at least once a day.

The revelation comes as research finds chocolate to be the favourite snack, with almost half of respondents picking  it as their top choice (46%) – with crisps (13%), cake (9%) and cheese (5%) following by some distance. 

In fact, the nation is so chocolate obsessed that a third of choc-eating Brits would rather give up Love Island (34%), dating apps (32%), and Strictly Come Dancing (31%). Whilst one in four would prefer to pack in alcohol (27%) and football (25%) than go without.   

However, Brits stopped short of giving up relationships (6%), TV’s (9%) and mobile phones (7%) over the sweet treat.  

Yet, the research commissioned by NOMO found that despite chocolate’s popularity there remains great confusion about how it should be stored.  

The UK’s number one vegan chocolate brand found that a third (34%) store it in the fridge, around one in three (30%) store it out of it and almost a third (29%) sit on the fence, flittering between storing it in and out of the fridge. 

The confusion is all the more baffling given almost two-thirds of chocolate is bought based on its taste and a quarter based on texture – two elements that vary significantly depending on the way chocolate is stored according to NOMO. 

Nearly a third said that the brand dictated their choice – with around one in ten saying respectively that eco-credentials (10%), being vegan (9%) or free from allergens (9%) were the most important things when buying chocolate. 

It comes as the research found that one in five Brits have eaten vegan chocolate in the past 12 months – although 43% have never given it a go.  

Of those to have ever tried vegan chocolate, a third did so to reduce their dairy consumption (32%), almost a third (29%) did it for the environment and a quarter said they followed a plant-based diet (24%).  

Around a quarter (23%) said vegan chocolate offered a better range of flavours with an equal proportion feeling bored of dairy chocolate. Whilst a fifth (21%) simply preferred the taste.    

Top tips when eating chocolate:   

1. Measure the milk: For milk chocolate the type and amount of dairy or dairy alternative really affects the flavour of the chocolate. The more milk or plant-based milk the smoother, creamier and sweeter the chocolate is. So, depending on your own tastesyou may prefer milkier or less milky choc.    

2. Cleanse your pallet: What you have already eaten affects how you perceive flavours. To really appreciate the flavour of what you are tasting make sure you have not had anything to eat or drink for at least 30 minutes before. Also avoid smoking for 30 mins before tasting.  

3. Shape matters: The shape of chocolate alters the flavour because it affects the way it melts in your mouth and therefore the time release of the chocolate notes. Find a shape that works for you! 

4. Temperature: Aromatic cocoa notes are more apparent at higher temperatures and so 18 to 21 degrees Celsius is not so hot that your chocolate melts, but not so cold that the flavour doesn’t come through.  

Angela Beckett who manages the development of new products at NOMO said: “The temperature of chocolate has a huge impact on the texture and the flavour delivery – more than you might expect. The aromatic cocoa notes are more apparent at higher temperatures, so if you want to appreciate the depth of flavours it should be stored outside of the fridge in a cool, dark place. Around 18 to 21 degrees Celsius is the goldilocks zone for chocolate – it’s not too hot that it’s melting but not too cold that it loses its flavour!”  

NOMO is one of the UK's most popular vegan chocolate brand. The company makes great tasting allergy-free chocolate for everyone to enjoy- vegans and non-vegans. All NOMO's products are free from dairy, gluten, eggs, and nuts and are available to buy online at The Vegan Kind.