Dark chocolate is now outselling milk chocolate at one UK food chain.
Shoppers are buying 50% more higher cocoa than milk varieties at Waitrose.
Sales of the bitter-sweet dark chocolate are increasing three times faster than the milk variety at the food chain.
The upturn follows reports about the potential health benefits of the high-cocoa confectionery, which has variously been described as good for the heart, containing antioxidants and a mood enhancer.
Waitrose chocolate buyer Clare Bartlett said: ‘A generation ago the pattern would have been very different, with dark chocolate accounting for only 10% of sales compared to milk chocolate.
‘But today the bitter-sweet flavours of dark chocolate combined with its renowned antioxidant properties has made it a firm favourite with the British palate.’
The food chain’s announcement comes a year after Woolworths said its dark chocolate sales had more than doubled over a 12 month period.
Dark chocolate was most popular among wealthier, professional ABC1 class shoppers, Woolworths said.
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