According to research by UK grocer Iceland Foods, 52% of consumers now prefer their chocolate chilled or frozen, and many are excited to try this method for Easter. According to a noteworthy 28% of chocolate lovers, frozen chocolate just tastes better.
While 23% are all about that cold crunch, another 25% like how it keeps fingers from melting and becoming sticky.
According to psychologist Lee Chambers, the need for a more intense sensory experience is the reason why some people prefer their chocolate frozen.
Lee said: "The tendency to freeze chocolate and the temperature at which it is consumed can reveal a lot about a person's psychological inclinations and sensory biases.
The crunch and snappiness provide a more intense and unique sensory experience for chocolate lovers who want to freeze their chocolate.
"Eating can be fairly theatrical and requires work, which could imply that the person appreciates novelty, thrills, and doesn't like to fit in.
"The ability to control and customise is everywhere in our lives, and the way we store our chocolate is another variable we can experiment with, and perfect to our needs."