DELIVEROO SETTLES THE DEBATE AHEAD OF WORLD CHOCOLATE DAY: TO FRIDGE OR NOT TO FRIDGE?

• Controversial research reveals that 81% of Brits keep their chocolate in the fridge
• Brits keep milk chocolate in the fridge the most (26%), white (17%) and dark (17%), because they like to eat it cold
• Top 5 cities in the UK that prefer to keep chocolate in the fridge include Nottingham (100% prefer it in the fridge!), Wolverhampton (91.3%), Gloucester (90.9%) and London (90.6%), and Dudley (88.9%)
• The research will give retailers nationwide food for thought on where to stock chocolate to suit customers’ tastes

Tuesday 5th July, UK. To fridge or not to fridge - that is the question. In the lead up to World Chocolate Day (7th July), 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 surprisingly, the research revealed that a whopping 8 in 10 (81%) keep their chocolate in the fridge, with milk chocolate (26%) more popular than white (17%) and dark (17%). It also emerged that men are more likely to keep chocolate in the fridge than women (82.5% vs 79.5%).

Over half (55%) choose to refrigerate chocolate to prevent it from melting (those hot summer nights…), whilst 17.8% said chilling it made chocolate taste better, and 18% chill chocolate as they prefer the texture of chocolate 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. However, Brits aren’t afraid to snub advice from the experts as Deliveroo’s research suggests that the demand for chilled chocolate is nationwide.

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.”

Data shows that Northampton locals love refrigerated chocolate the most, with 100% preferring chocolate in the fridge rather than out, followed by Wolverhampton (91.3%) and Gloucester (90.9%).

Top 10 cities in the UK that keep chocolate in the fridge: Northampton (100%) Wolverhampton (91.3%) Gloucester (90.9%) London (90.6%) Dudley (88.9%) Oxford (87.9%) Lisburn (87.5%) Manchester (84.8%) Cardiff (84.4%) Leeds (84.4%)