The long-standing debate over whether chocolate should be stored in the refrigerator or a cupboard has been addressed by Professor Charles Spence, a professor of Experimental Psychology at the University of Oxford. According to Professor Spence, chocolate tastes better when chilled.
Chilling chocolate can enhance both its flavor and texture, Spence explained. He noted that one benefit of refrigerating chocolate is the improved "snap" when a cold bar is broken, a sound that contributes to the enjoyment of food. This improved crispness is a primary reason cited by many for storing chocolate in the fridge, with a poll indicating over half of those who chill chocolate do so for this crunchy texture.
Beyond the auditory and textural appeal, storing chocolate in the refrigerator also affects the eating experience. Starting with colder chocolate can prolong the sensation of melting in the mouth, leading to a slower and more indulgent consumption. Additionally, Professor Spence pointed out a psychological aspect: foods taken from the refrigerator are often perceived as fresher, which enhances their appeal. Lower temperatures can also moderate extreme flavors like bitterness and sweetness, resulting in a more balanced taste where the creamy mouthfeel is more prominent.
Research commissioned by Cadbury to coincide with the launch of a new Dairy Milk Strawberries & Creme Frappe bar found that 80 percent of chocolate lovers refrigerate their chocolate during warmer months. The poll of 2,000 British adults revealed that 69 percent chill their chocolate to prevent it from melting, while 51 percent do so for the crisp texture.
Professor Spence also recently commented on the popularity of Dubai chocolate, attributing its success in part to the "lurid" green color of its filling, which creates a striking visual contrast against the brown chocolate and captures attention, similar to how the distinctive orange color of an Aperol spritz draws the eye.
Beyond storage preferences, research has explored potential health benefits associated with chocolate consumption. Studies have investigated the more than 300 chemicals present in chocolate. For instance, research involving over 8,000 men aged 65 and older indicated that those who consumed modest amounts of chocolate lived longer than those who abstained. Another study measured brain activity in response to different smells, finding that the chemical composition of chocolate elicited a strong reaction in nasal passage receptors, leading to an emotional uplift. Dark chocolate, in particular, is a source of iron and magnesium, providing significant portions of the recommended daily intake. While white chocolate contains no cocoa solids and is higher in fat, chocolate generally is considered less damaging to teeth than many other sweets due to its rapid consumption. The presence of tannins in chocolate may also inhibit dental plaque growth. Furthermore, chocolate contains phenylethamine (PEA), a substance naturally produced by the brain that is thought to increase levels of mood-enhancing chemicals like serotonin and endorphins, contributing to chocolate's reputation as an aphrodisiac.
Scientific exploration into chocolate's effects on the brain includes examining its impact on mood and social bonding. Studies suggest that sharing chocolate can increase oxytocin levels, and it stimulates theobromine and phenylethylamine. Phenylethylamine aids in the release of B-endorphin, which in turn promotes dopamine and norepinephrine production—chemicals associated with feelings of love and affection. Theobromine, chemically similar to caffeine, stimulates the central nervous system and also possesses mood-enhancing properties.