SAN LEANDRO, Calif., July 7, 2021 /PRNewswire-PRWeb/ -- The results are in, and a survey from the Ghirardelli Chocolate Company, a leading manufacturer of premium chocolate products since 1852, reveals that s'mores are such a staple of summer vibes that many feel the season can't start without it. In fact, 70% of Americans agree that it is not summer until they have had a s'more. Americans say summer comes with certain rites of passage, including seeing fireworks (68%) and going to a carnival or festival (57%)—but the homemade treat is not far behind. A strong majority (56%) say making a s'more is a top summer rite of passage—including 64% of those under 30.
With Americans looking to upgrade their summertime sweets, one ingredient in this classic treat is standing out. Nearly 2 in 3 (65%) have upgraded a s'more with specialty or gourmet chocolate—and this trend of sprucing up s'mores might be on the upswing: 76% of Gen Z and 75% of Millennials have upgraded their s'mores this way.
On average, Americans have eaten as many as four s'mores in just one sitting! In fact, 29% have eaten five or more. And it seems the more people plus up their s'mores, the more s'mores they scarf down. Among those who have upgraded s'mores with specialty or premium ingredients, 39% have had five or more in one sitting.
Chocolate is clearly the star of the s'more with 96% of s'mores eaters saying it is important to have chocolate in every bite when making the perfect s'more. But Americans are willing to elevate their s'mores with additional ingredients, and there's a clear favorite: 50% say they would add caramel to their s'mores, besting chocolate's supposed BFF peanut butter by a shocking 10 points. So, it's no wonder that consumers go crazy for Ghirardelli's signature Milk Chocolate Caramel SQUARES, offering built-in caramel that is perfectly balanced with its rich, slow-melting chocolate—the perfect upgrade to s'mores.
"The survey revealed what we've always known – that Ghirardelli's SQUARES are the perfect choice for making s'mores. From our signature luscious caramel Square and variety of other flavors that elevate any s'mores experience, to our perfectly sized and individually wrapped chocolate, Ghirardelli makes s'mores a Bite Better," said Bobbly Oliver, Head of Everyday Confections Brands at Ghirardelli.
While 78% of Americans would eat s'mores at a campfire, just as many (76%) say they're always looking for s'more opportunities to enjoy this treat, including finding new ways to make one: 71% have made s'mores on something other than a campfire—and among those who haven't, 71% want to try it. To do this, simply layer a graham cracker, Ghirardelli SQUARE, and a marshmallow, and then place the baking sheet in the oven on broil until the marshmallows are toasted. Then top with another graham cracker. Summer might be the season of the s'more, but s'mores might be looking to become a year-round treat!
New this season is Ghirardelli's Extra Large bag of assorted Chocolate SQUARES containing: Milk Chocolate Caramel SQUARES, Dark Chocolate Sea Salt Caramel SQUARES, and solid Milk Chocolate SQUARES. Ghirardelli SQUARES can be found at retailers nationwide, or available for purchase online. More information about its products and s'more recipes can be found online at http://www.ghirardelli.com/smores.
Ghirardelli has teamed up with The Feed Feed again this year for their annual Summertime S'mores Contest. Consumers who post a photo on Instagram of their s'mores made with Ghirardelli Chocolate SQUARES can enter the contest by using the designated hashtags and following the brands' channels. Winners will receive Ghirardelli chocolate and other prizes valued at $1,100. For more information, visit https://thefeedfeed.com/contest/ghirardelli-contest.
The Ghirardelli Chocolate Company Survey was conducted by Wakefield Research (http://www.wakefieldresearch.com) among 1,000 nationally representative U.S. adults 18+, between June 24, 2021 and June 25, 2021.
About The Ghirardelli Chocolate Company
Ghirardelli is passionate about quality bean to bar chocolate, and all of the ways our fans enjoy it. Founded in San Francisco in 1852, we take pride in producing premium chocolate products with the highest quality ingredients. Ghirardelli is one of the few companies in America that controls the entire chocolate manufacturing process, from cocoa bean to finished product. This oversight of the manufacturing process combined with Ghirardelli's proprietary bean blend and unique methods of roasting and processing, ensures that you are rewarded with the highest quality and richest products. Ghirardelli makes life a bite better! For more information, visit http://www.ghirardelli.com/.
Media Contact
Charli Sharp, Ghirardelli, +1 (757) 675-6770, [email protected]
SOURCE Ghirardelli
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