Some people swear by an unconventional storage method that they say gives their chocolate a crisp snap and makes it taste “so much better”. Instead of placing chocolate in the cupboard some choose the fridge, but others say the freezer is the only place for their sweet treat.
According to research by Iceland Foods, 52% of people now prefer their chocolate frozen or chilled, and many said they are willing to give it a go this Easter. Nearly a third (28%) of chocoholics say frozen chocolate just tastes better. Another 25% say it helps beat the melt and avoid sticky fingers, while 23% say it’s all about that icy snap.
On Reddit, it’s been a hot topic over the last month, with one user starting a thread asking if it was strange to enjoy chocolate from the freezer.
One user said: “I’ve always kept mine in the freezer. It tastes so much better.” And another said: “I love frozen chocolate. One of my favourite snacks is frozen semi-sweet chocolate chips.”
And while you can try this out yourself by putting your own chocolate in the freezer, Iceland is now selling Easter eggs straight from the freezer in selected stores across the UK.
Aaron Cooper, head of grocery at Iceland Foods said: “First it was all about fridge-stored chocolate, now Brits are going one step further to get their snap and crunch fix, by freezing their chocolate.
“With the new trend taking off, we thought we’d give it a crack this Easter and store some of our Easter eggs in the freezer.
“So, if you want that crisp, snappy bite of chocolate egg straight from the freezer this Easter, there’s only one supermarket that’s offering it.”
According to psychologist Lee Chambers, there’s a reason why people store chocolate in the freezer, and it’s all down to the search for a more thrill-inducing sensory experience.
Lee said: “The trend of freezing chocolate, and temperature preference when consuming it, can say a lot about someone’s sensory biases and psychological tendencies.
“For those who like to freeze their chocolate, the crunch and snappiness creates a more intense and rare sensory experience.
“It can be rather dramatic and takes effort to eat and may suggest the person is someone who likes a thrill, enjoys things that are novel and doesn’t like to conform.
“The ability to control and customise is everywhere in our lives, and the way we store our chocolate is another variable we can experiment with, and perfect to our needs.”
Iceland Foods is set to trial storing Easter Eggs in its freezer cabs in selected stores. Alternatively, you can purchase a chocolate egg to freezer at home yourself.