It has been said that ‘the cocoa bean is a phenomenon that nature has ever repeated and we will never again find all the same qualities together in one a small fruit’
(Alexander Von Humboldt 19th century explorer.)

For lovers of chocolate it is a wonderful product. A source of pleasure, a symbol of sensuality, a witness to our childhood memories and to celebratory moments. As if this list of praises is not enough there are also hidden virtues to be found in chocolate. For starters, it is a recognized therapy for increasing energy and controlling stress. So, is chocolate really the king of foods ?

Chocolate as a symbol of voluptuousness

The voluptuous reputation of chocolate is exploited by advertisers. Most "After Eight" advertisements give a not very subtle nod to Eros. They usually feature a meeting – the meeting between dark chocolate and the white mint interior is a metaphor for the storyline of the advertisement in which a shy young man offers an After Eight to his beautiful (maybe slightly older and more confident) neighbor at the table. They smile at the chocolate, at each other, their fingers hover and then touch.

HO Wilbur & Sons, American chocolate makers, had fantastic posters featuring a winged cherub who, with his arrows and quiver, stirred a cup of steaming chocolate and hinted at a romantic late afternoon tête-à-tête.

Other chocolate companies use language such as "Black Dream" or a single, simple word like "passionate" to emphasise the sensual luxury of chocolate. Images show chocolate emerging from black and gold paper - an invitation to unutterable bliss.

Coconut Bounty Bars promise us "a taste of paradise" inviting us to travel to or to imagine oursleves in an idyllic setting, where people live half naked among dream-like creatures.

Nestlé promises heaven on earth, with its fondant-filled bars. The stage is set with two glasses of champagne and evening accessories, leather luggage waiting, suggesting a weekend away ...

Portrayed as irresistable, an object of desire and satisfaction, chocolate is linked in all these advertisements to the idea of a reward. As a gift that will give pleasure to ourselves and to others.

Chocolate  is very evocative for some people. The smell, the sight, an image of chocolate is capable of them back into the realm of childhood memories. It can bring back feelings of security, of dreams, of gentleness and of reward.

Just as many chocoltae adverts take adults in the realm of sensuality and promise – others take us back to our childhood. There is a famous poster which was produced by the Menier Chocolatiers in France. It portrays a little girl, with long plaits in her hair, wearing an apron. She is writing on a lrge blackboard the words ‘Chocolat Menier’.

Similarly, and again in France also in Spain, Choco BN has long been associated with childhood memories. The letters ‘BN’ when articulated says the word for ‘good’ (bien). The biscuits are advertised as ‘the four hour engine’  ie : a good energy snack for kids. They are very popular in lunch boxes ! The smiley face on the biscuits is promoted to children as a friend and protector. It even has a name – ‘Pepito’ – the name is adventurous and slightly exotic. These modern day children are enjoying the choclatty-pleasures of childhood and being prepared for the chocolate experiences they will enjoy as adults.