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The feel good taste of luxury

Stephen Fenton

31 March 2015

Chocolate contains a variety of chemicals some of which make us feel good by boosting our endorphins.  Chocolate is also thought to enhance serotonin levels that can help us to enjoy a relaxed mood.  Some types contain caffeine, which give a burst of energy along with the calming effect.  

We are in the right part of the world to reflect on the history of Easter confectionery – J.S. Fry of Bristol (the company which merged with Cadbury Limited in 1919) produced the first chocolate eggs in 1873, while rivals Rowntree waited until 1904 and it wasn't until 1987 that Mars entered the market.

Acclaimed chocolatier William Curley made the world’s most expensive chocolate Easter egg priced at an eye-watering $10,000 in 2012. This year if your pocket won't quite stretch that far, but you still appreciate the finer things in life, The Prestat Red Velvet Truffle Easter Egg might provide the ideal endorphin fix!  A milk chocolate egg lined with white chocolate. The egg is filled with Prestat's award winning truffles: milk chocolate shells filled with a classic icing and dusted in crushed raspberries.

The luxury chocolate market in general is growing with chocolate becoming increasingly premiumized, and brands such as Godiva and Lindt have become almost mainstream as more consumers develop a taste for everyday glamour. “The psychology is that even expensive chocolate is an affordable luxury,” says Mintel. In China, rich dark chocolate is thriving for instance. Artisan chocolate makers like Senz have been launching exclusive brands there. This burgeoning Artisan sector is much coveted by the established manufacturers who are keen to grab their a slice of it.

Research specialists and trend prediction gurus seem to suggest that personalization is likely to be the way forward. The next revolution in chocolate could be for consumers to design bars that cater to their unique palate. In this respect perhaps high end Interior products have already stolen a march on the idea, but may be 'feel good' is where both worlds can overlap?

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