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CHOCOHOLICS not alone in their guilty pleasures

CHOCOHOLICS not alone in their guilty pleasures

Chocoholics who feel guilty about secretly sneaking chocolate can be reassured that they are not alone in their guilty pleasure and it may in fact be a healthy indulgence.

New research commissioned by Nestlé shows that eating chocolate is often a solitary pleasure and that true chocolate lovers will go to great lengths to keep their chocolate stash all to themselves.1

The research showed chocolate lovers have a myriad of secret hiding places around the home to conceal their secret treats.

Hiding places revealed by the researchers found the top shelf in the pantry is a popular spot, other favourites include the back of the fridge, in the bedside cabinet, under the bed and even out in the garage. This research highlights that the major chocolate buyers are certainly passionate about their chocolate.

Psychologist Sara Chatwin was not entirely surprised by the results and sees occasional indulgences as a valuable part of taking time out, particularly for women.

“The research is really interesting! It shows that women, particularly, use chocolate as a reward … to take time-out … to indulge and spoil themselves! I guess it’s the edible equivalent to reading a good magazine in peace and quiet, or taking a long, hot bath on a cold winter evening!”

Nestlé Confectionery Brand Group Manager, Jeremy Boucher says the research revealed some unexpected chocolate behaviours.

“What surprised us the most was that the majority of women enjoyed eating chocolate alone in solitary moments when they escaped from everything else. The research indicated that when they did share their chocolate it was more often with friends than family and the sharing had a feeling of being naughty and decadent.”

The research and taste testing with true chocolate lovers was used to develop NESTLÉ Double Blend, a chocolate that has all the attributes true chocolate lovers are passionate about.


The new chocolate is a unique combination of West African and Ecuadorian cocoa beans which results in a new chocolate experience in both taste and texture. NESTLÉ Double Blend will be available in five new flavours which will have chocolate lovers scrambling to find new places to hide it. They are:

Mud Truffle - chocolate with an indulgent soft truffle centre Crunchy Cookie - chocolate filled with delicious cookie chunks Fruit & Almond - chocolate with sultanas and whole almonds Raspberry River - chocolate with a smooth raspberry centre Coconut Éclair - chocolate with real crushed coconut

The sense of luxury and pleasure of NESTLÉ Double Blend is enhanced by eye catching red packaging and a new ‘chocolove’ logo which symbolises a meeting of lips and hearts.

True chocolate lovers, as passionate about chocolate as Nestlé is, are sure to find a place in their hearts for new NESTLÉ Double Blend. Available now in 200g blocks and 50g bars.

Focus group research undertaken for Nestlé by Bread & Butter Research & Planning, November, 2003.

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