Millions of Brits are eating chocolate all wrong, according to a new scientific study released today.

This comes despite the UK being a nation of chocoholics with one in three (34%) admitting that scoffing chocolate is a daily occurrence for them, and a further 58% say it’s their favourite treat.

New scientific research from chocolate brand Galaxy® has settled the debate on whether chocolate should be kept in the fridge, or the cupboard. Experts have concluded that the correct way to store chocolate is in a cupboard at an optimum 18 degrees – not in the fridge as over three quarters (78%) of Brits have been doing to date.

Galaxy® commissioned food scientist Natalie Alibrandi to develop the rulebook for optimum chocolate enjoyment, revealing the ‘Ten Commandments of How to Eat Chocolate’ to help stop Brits continuing to commit cardinal choccy sins.

The ‘Ten Commandments of How to Eat Chocolate’ according to science are:

1. Chocolate at Elevenses – Consume earlier in the day with a fresh palate for a great mid-morning caffeine boost to help power through until lunch

2. Do not store in the fridge - Store chocolate at 18 degrees to prevent oxidation, sugar bloom and any transfer of odours

3. Let it melt, don’t chew! – By letting it melt you’re allowing cocoa butter to coat your mouth, allowing you to experience all flavours

4. Eat in small quantities - Eat up to six pieces of 4-gram portions to prevent overstimulation of the tastebuds

5. Use all your senses – Sight, smell, texture, and even hearing is all part of the experience

6. Make it snappy – When chocolate snaps, it means it is tempered correctly and has the right structure and quality

7. No distractions – Chocolate has so many volatiles and nuances, give it as much attention as it deserves, this will boost the overall experience

8. Unexpected pairings – Try sweet chocolate (milk or white) with bitter foods or bitter chocolate with saltier foods

9. Wait for the aftertaste - Some chocolates can leave a 45-minute aftertaste, but in most cases a 15-minute wait will suffice

10. Don’t mix – Mixing different types of chocolate can overstimulate tastebuds, so avoid mixing different types (e.g. milk and dark chocolate)

Scientists recommend the best time to eat chocolate is earlier in the day (between 9am -11am), making chocolate a great choice for an elevenses pick-me-up, as your palate has not been tainted by other flavours from lunch – something only one in five (20%) of Brits already do.

Research also suggests limiting distractions when eating chocolate, allowing all your senses to be fully focussed on the experience of the chocolate – bad news for the 17% who eat chocolate in bed, and worse for the 14% who eat chocolate in the gym.

Seven in ten (74%) admit to being ’chocolate chewers’, who wolf down their favourite bars instead of taking their time and letting it melt and almost a quarter (24%) ignore the aftertaste and go onto the next piece as soon as possible. However, the research reveals that waiting just 15 minutes would result in a more delicious eating experience.

Brits have been advised not to bite off more than they can chew, with the optimum serving of chocolate being up to six squares, weighing roughly 4g each, as to avoid an uneven melt in the mouth, or overstimulation of the tastebuds.

Scientists also say consumers should swerve strongly flavoured foods with an aftertaste and drink a glass of water before eating chocolate to ensure the perfect palate for choccy consumption.

On the topic of mixing flavours, mixing different types of chocolate (milk, dark or white) can lessen the experience as it will set off different taste receptors, dulling the overall taste.

If you insist on mixing, it is recommended that you pair chocolate with bitter or salty tasting foods, such as bacon or even sundried tomatoes to give a perfect sweet and salty mix.

Victoria Gell, Brand Director, Galaxy chocolate said “With over half of the UK stating chocolate is their favourite treat we’re keen to share these tips to help create the ultimate indulgent pleasure experience.

At Galaxy we know a thing or two about that thanks to our silky, smooth chocolate setting the gold standard for taste. We want to help Brits understand the subtle nuances and characteristics of chocolate while of course giving it the full respect it deserves!”

To help educate Brits, Galaxy® has teamed up with wine expert, Olly Smith, who stars in a quirky new video explaining the ‘Ten Commandments of How to Eat Chocolate’.

Wine Expert Olly Smith said: “The similarities between chocolate and fine wine are as delightful as they are irrefutable. The aromas, textures and complexities all lead to the ultimate tasting experience.

Like a good wine, chocolate deserves your undivided attention and things like a fresh palate, serving at the correct temperature, tasting in small quantities and allowing the flavour to evolve for the recommended time (up to 15-minutes) are all equally important to engage all your senses delivering peak enjoyment. As for chocolate paired with bacon? I’ll certainly be giving that a go!”