Cadbury recently changed the shape of their nationally beloved Dairy Milk chocolate bar, and consumers have mixed reviews about the taste. So that begs the question does the chocolate shape influences its taste?
How can something made the same way with the same ingredients taste different? Many Brits may have asked themselves that very question when Cadbury recently changed the shape of their nationally beloved Dairy Milk chocolate bar.
Cadbury says the only change was from a chunky, angular shape to a smooth, curved shape. Spokesman Tony Bilsborough said, “This undoubtedly helps to improve the melt-in-the-mouth experience and the feedback from consumers has been extremely positive.”
Not all consumers agree though. Some people complain of an “oily” or “sickly” taste.
Scientists, chefs, and chocolatiers say the shape is the cause. Professor Barry Smith explained, “The speed with which the chocolate is broken down from hard to molten determines the time release of flavors…The new shape could mean the chocolate is melting quicker as it is being heated in the mouth quicker. That would change the flavor.”
Chef Simon Rimmer said that if chocolate melts quicker, it could speed up the release of oil from the cocoa solids and hit the taste buds faster.
Experts also said the visual impact of the shape change and any memory associations with foods of the same shape might also affect someone’s perception of taste.