London home to the most ethical snackers in the UK
New research by premium Fairtrade brand Divine Chocolate has revealed that London is home to the most consciously-minded snackers in the UK, as almost half of those surveyed find ethical chocolate more enjoyable than a standard bar.
A OnePoll study found that 46% of Londoners would prefer to eat an ethically-sourced chocolate bar – one with Fairtrade, eco-friendly credentials – to their usual sweet treat.
Londoners also claim the title of the most experimental eaters in the country, with the highest number of respondents (27%) saying they eat chocolate to try new flavours, as well as the most stressed by work, with almost one in five reporting that job-related anxieties are the reason they reach for a comforting treat.
The research also revealed a helpful way for Brits to shirk the pervasive ‘new year, new me’ guilt: eating ethically, with almost one in five people who feel guilty for eating chocolate feeling less so if choosing an ethically-made option.
Divine Chocolate, which commissioned the study in celebration of its new-look packaging, with colourful, premium new designs inspired by the many hands and hearts that go into making each deliciously indulgent bar, is the only chocolate brand co-owned by cocoa farmers.
Its products are as delicious as they are ethical: boasting high cocoa content, all-natural ingredients, no monoculture crops like palm or soy, and a delightfully adventurous range of flavours to tickle every tastebud.
Giving us even more reason to pick up a bar of the good stuff, chocolate might just be the answer to beating the January blues, as the majority of respondents* associate the sweet treat with positive emotions such as feeling ‘happy’, ‘indulgent’, ‘relaxed’, or ‘excited’.
What’s more, multiple studies** have found that chocolate can have tangible physical and mental health benefits. Flavanols found in chocolate have been shown to benefit cognitive function, improving brain blood flow and oxygen levels, with dark chocolate even acting as a proven mood-booster.
Divine, which is both Fairtrade and B Corp certified, believes there is no place for negativity around food morality, especially in the cold, dark winter months, and hopes the study will encourage chocolate fans to be kinder to themselves, the planet, and the cocoa farming community through educated and indulgent snacking.
Lydia Stubbins, Group Marketing Director at Divine Chocolate, said: “Life is richer with balance, especially when sharing a sweet treat with friends or family. The trend has become to deprive ourselves in January, but our research shows that rallying against this can give us a much-needed boost in the darker months – as well as benefitting the farming communities that put their heart into creating something delicious to be savoured.”
