Britain's foremost chocolate maker has warned sweet treat enthusiasts that many are making a fundamental mistake with their bars.
Cadbury has announced that many of its customers have been storing its chocolate incorrectly for years.
The Birmingham chocolate maker, which is owned by US confectionery giant Mondelez but remains in the midlands, is known for producing Wispas, Twirls and Dairy Milk, Birmingham Mail reported.
Not simply content to produce the delicious chocolate, Cadbury has advised about how it should be stored.
Namely: stop storing its iconic products in the fridge.
A considerable number of people store their chocolate in the fridge, to ensure it comes out with a snap.
Cadbury has advised that it is better to keep the dairy based snacks in a cool rather than cold place.
Keep it housed in a cupboard, away from sunlight, for a smoother and meltier texture, the company advises.
Cadbury has used its Twitter account to confirm whether its punters should be keeping bars in a fridge or a cupboard, telling a curious social media user: "Chocolate should always be stored in a slightly cool, dry, dark place such as cupboard or pantry at temperatures less than 21°C to ensure the quality isn’t compromised."
Cadbury's confirmation sent shockwaves through the chocolate eating community.
One man, sticking to his guns, responded: "I'm sorry, but cold hard chocolate is elite. Won't hear otherwise."
One woman noted: "The only place below 21C in my house in summer is the fridge. Thanks for the confirmation."
And one person, with an apparent taste for the finer things in life, took the opportunity to direct a broadside at the chocolatier.
They tweeted: "Cadbury should be stored in the rubbish bin. Only purchase good chocolate."
