Britain’s chocoholics are being urged to give up for March as part of a drive to improve heart health.
The DECHOX project is also aimed at raising funds for heart research.
The British Heart Foundation says it is hoping to slash chocolate consumption in the month of March.
The period of abstinence will coincide with the Christian season of Lent, when traditionally many people give up chocolate for 40 days – a little longer than the 31 days of March.
According to the foundation, many Britons go to "extraordinary lengths" to conceal their addiction to chocolate.
A survey of 3,000 people found that a third eat chocolate "in secret" on the way home from work.
Some 43% claimed to have hidden chocolate wrappers and 12% said they ate it in bed under the covers.
Tracey Parker, from the foundation, said: “A bit of chocolate is fine in moderation but it should be a treat. If you’ve got into the habit of eating a lot of chocolate then, giving it up for a month is a great way to get into healthier habits.
“That’s why we’re calling on chocolate lovers everywhere to give up chocolate and get their friends and family to sponsor them to take on the challenge. By giving it a go you could not only kick-start a healthier new lifestyle but help us keep more hearts beating with our life-saving research.”
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