Most people enjoy eating chocolate, Chocolate is 'a very powerful food' that fits perfectly into healthy eating.

When we eat something we enjoy, we produce endorphins. This is not exclusive to chocolate but anything that tastes good induces endorphin release. Endorphins are a family of small proteins and the available evidence that the pleasure of eating chocolate is mediated by endorphins. Therefore, highly desirable and palatable foods like chocolate have their pleasure enhanced by the release of endorphins in the brain. This is why eating chocolate is a pleasurable experience.

Besides the release of endorphins, the other reasons behind the pleasure of eating chocolate are due to the sensory properties of chocolate, such as the aroma, taste and mouth-feel that combine to provide a wonderful on-going desire for the pleasure of chocolate consumption. Some say chocolate is soothing simply because it triggers strong memories of the food that comforted or rewarded us as children.

So, eating chocolate truly is one of life's pleasure.