Keeping chocolate in the fridge during the hot weather might be considered sacrosanct to some - but Cadbury's has weighed in on the age-old debate that has plagued Britons for years.
Preparing to launch their innovative range of limited-edition Dairy Milk Summer Edition chocolate bars this month, the chocolate giant's latest tasty treats will feature innovative cold-activated packaging that transforms when refrigerated.
The new collection, which includes an Iced Latte flavour variant, employs thermochromic technology in what marks the company's first colour-changing product.
When cooled, the special wrappers reveal vibrant summer-themed designs, tapping into the widespread British habit of refrigerating chocolate during warmer months.
When cooled, the special wrappers reveal vibrant summer-themed designs
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Set to appear on shelves across Britain this month, Cadbury's has weighed in on the debate with playful response to the perennial discussion about proper chocolate storage.
The thermochromic packaging reveals cheerful designs including deck chairs, umbrellas, kites and inflatables when placed in the refrigerator.
This clever technology was developed after the chocolate company revealed that over half of British consumers store their chocolate bars in the fridge, particularly during summer months.
The five-bar range will be available at major retailers nationwide with a recommended retail price of £2, although individual stores could set their own prices.
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The Iced Latte variant promises smooth milk chocolate with a creamy coffee centre and crunchy biscuit pieces, catering to both chocolate and coffee enthusiasts.
Given the limited-edition nature of the range, chocolate lovers may wish to purchase quickly once stocks arrive.
Junior brand manager at Cadbury Dairy Milk Mara Popa explained the logic behind the innovation, explaining: "This summer, Cadbury Dairy Milk is reigniting the debate around storing chocolate in the fridge."
Research from Cadbury reveals that 67 per cent of Britons are willing to try chilled chocolate
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She added that the cold-activated packs serve as a reminder that "chocolate is a great snacking option in the warmer weather". The Iced Latte tablet was specifically "designed to excite consumers with a brand new flavour crafted for summer," Popa noted.
The coffee-flavoured innovation extends beyond the Summer Edition range, with Cadbury's Twirl Iced Latte already appearing in B&M stores to positive customer reception.
Despite the summer range's fridge-friendly design, Cadbury has previously advised that chocolate should be stored in "a slightly cool, dry, dark place such as a cupboard or pantry at temperatures less than 21C to ensure the quality isn't compromised."
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