WhatsApp Why one brand of chocolate tastes better than another might not seem like a weighty issue, but it is – literally. Chocolate bars made by Tony’s Chocolonely, a Dutch company, weigh in at 180g: double that of a Cadbury’s Dairy Milk bar of the same length and width. Chocolate as thick as your thumb might make your dentist wince, but it may be the secret to the success of this fast-growing brand. Over the past decade experimental psychologists have been probing links between the weight, shape and feel of food products and their taste. In 2017 a team that included researchers from the University of Oxford asked participants to hold a box of chocolates in their hand for 30 seconds, then sample one of the chocolates inside. They had to repeat this with two other boxes. Although the chocolates were identical, the boxes weighed different amounts.