With its science-supports-desire research, the industry is hoping to follow in the footsteps of the wine and high-end chocolate markets, which have successfully convinced consumers that some pleasurable experiences can be good for you.

BBC: Can travelling make you healthier?

Still, they note that factors not recorded in the surveys -- rather than chocolate consumption alone -- could have been responsible for some or all of the health benefits they observed.

CNN: Daily chocolate may keep the heart doctor away

Once you have had your fill of the cold, grab your Valentine for some "Wicked" hot chocolate with allspice, cinnamon and chilli peppers at one of Jacques Torres six New York stores.

BBC: Romantic winters of New York

The manager admitted to being a big fan of Nocilla (a Spanish white chocolate spread) and I think he may even have agreed to bring back some for my wife from his next trip home to Spain.

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