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Cadbury’s says chocolate is better than sex

Posted in General, Mel Varley, Latest reporters' blogs April 18th, 2007 by Melinda Varley

Finally we have an answer to one of life most impossible questions of the modern era: is chocolate better than sex?

Cadbury’s has long associated its chocolate with sex, such as its latest Flake Girl campaign, and now the re-launch of its iconic dark chocolate brand Bournville is using the same angle.

The press release that came out today announcing the official launch of Bournville’s Deeply Dark attempts to prove that chocolate is more ‘pleasurable’ than kissing.

The brand even hired scientific research company The Mind Lab to prove its point.

The Mind Lab carried out a series of tests on volunteers’ responses to the ‘melt moment’ of Bournville to determine the physical effect it had on the body.

Participants wore heart rate monitors and were fitted with EEG brain caps as two separate tests were carried out to see what the body responded to the most, dark chocolate or a kiss from their partner.

The study found that at the point at which the chocolate had melted in the mouth, the brain became significantly more active in all regions creating ‘mental excitement’ and causing the heart to beat twice as fast.

The kiss however, only increased the heart rate by an extra 30 beats and didn’t create half as much ‘mental excitement.’

Whether or not the research is credible or not remains to be seen (and personally tested) but let’s keep in mind that the Bournville Deeply Dark ‘Smoothly, Madly, Deeply, campaign is aimed at ‘what every woman wants.’

And another thing, the Daily mirror today reported that dark chocolate has chemical that actually help maintain healthy blood vessels and has two tea spoons less sugar than milk chocolate – so is it healthier than sex too?