Cadbury has revealed that we may have been eating chocolate wrong all these years.
The West Midlands based company, which is owned by US confectionery giant Mondelez, is famed for creating products such as Dairy Milks and Bourneville.
The iconic chocolatier has dished out some advice on how people should be storing their chocolately treats - and it might come as a shock to some.
If you're partial to sticking a Milk Tray or a Creme Egg in the fridge when you buy it, the company has some stern words for you, as reports Birmingham Live.
Simply put, stop putting your chocolate in the fridge.
Cadbury has advised that people should store its products in a cool place, but not in the refrigerator.
Instead, keep it housed in a cupboard and away from sunlight, for a smoother and meltier texture.
Cadbury used its Twitter account to confirm whether customers 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 left many shocked, with many admitting they have been eating chocolate for wrong for years and years.
It's not too late to change, though.
