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13 Feb 2025
Britain's Best-Kept Secret: Where Do We Hide Our Chocolate?
Russell & Atwell reveals the surprising places Brits stash their sweet treats
Ever found yourself tucking away a chocolate stash to keep it safe from prying hands? You're not alone. According to a survey of 1,200 people by fresh chocolate brand Russell & Atwell, nearly a third (32%) of Brits admit to hiding their chocolate, with some going to extreme lengths to keep it secret. Indeed it must be the food found in the most amount of rooms of the home!
From toilet cisterns to inside sacks of old potatoes, unused microwaves to underwear drawers, the nation is getting increasingly creative when it comes to safeguarding their sweet indulgences. Some even confess to having a secret fridge in the garage - a place only they know about - ensuring their favourite chocolates remain untouched.
But while many are sneakily stashing, others are chilling: 48% of UK consumers store their chocolate in the fridge most of the time, ensuring it stays cool and gives a delicious 'snap'. And then there are those who simply can't resist: 5% eat their chocolate so quickly that storage isn't even a consideration!
However, 13% of respondents refused to reveal where they keep their chocolates - perhaps proof that the ultimate hiding place must remain a mystery.
Co-founder of Russell & Atwell, Steve Russell, comments, "We tend to split consumers into two camps 'the texture lovers' who store their chocolate in the fridge for the 'snap' and the 'flavour lovers, who store it everywhere else! We know chocolate is precious, but even we were surprised at the lengths people go to keep it safe! We believe fresh chocolate is best stored in the fridge, and with so many Brits already keeping their chocolate chilled, it's clear the nation values the taste and texture of properly stored chocolate. Just remember to stash it somewhere you can find it!"
Russell & Atwell's fresh chocolates, made with organic British double cream, wildflower honey, and high-quality sustainable cocoa, are designed to be stored in the fridge and enjoyed fresh for up to 12 weeks. The brand champions a shift away from long-life chocolates, proving that the best chocolate experience comes from real ingredients, without palm oil or artificial preservatives.
So, where do you hide yours?
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For further information, interviews and samples please contact: harry@rawfoodanddrinkpr.co.uk
Survey results from 1,200 participants
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45% - fridge
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18% - larder / pantry / kitchen cupboard
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13% - secret places
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5% - bedroom
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5% - eat immediately
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4% - other
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2% - garage and garden
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2% - living room
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2% - office or study
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2% - sometimes fridge / sometimes out
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1% - naughty / treat box
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1% - freezer
Russell & Atwell fresh chocolates are made using the World's finest fino de aroma cocoa, ethically sourced from co-operatives in Colombia keeping more money at source by starting the making process there too. The raw chocolate is then expertly blended with organic double cream, wildflower honey and hand finished all in the UK.
Their packaging is eco-friendly, with recyclable pouches and refillable glass jars that come with recyclable paper refills on demand. Each pouch/jar you buy also supports the Buglife charity's efforts to protect pollinators by planting wildflower B-Lines across the UK.
