Chocolate, the former dietary bad-boy that mothers told daughters to stay away from, sneaks through the backdoor every Feb. 14.
This Monday is no exception, when dieters deviate guiltlessly thanks to the romantic excuse called Valentine’s Day.
Local specialty boutiques and venders anticipate a rush of fervent shoppers buying assorted confectionery treasurers for friends, loved ones and even themselves.
Chocollage, a specialty chocolate and gift shop in Bocage Village, caters to the sweet tooth of Baton Rouge locals.
Located on 7639 Jefferson Highway, Chocollage offers a large assortment of milk and dark chocolates. The store sells Godiva truffles along with turtles, caramels and malted milk balls, just to name a few. The shop also carries many gifts appropriate for all ages, according to Katie Kekich, education senior and Chocollage employee.
Kekich said she anticipates a busy weekend because people always wait until the last minute to shop. She said the most popular items to pre-order are chocolate-covered strawberries.
“Women love chocolate all year, but this is the one day they don’t have to feel bad about eating it,” Kekich said. “Chocolate is a great Valentine’s Day gift because it’s simple, sweet and fits any price range.”
Another specialty boutique that caters to community sugar addicts is Rocky Mountain Chocolate Factory. Located in Towne Center and Cortana Mall, the chocolate store chain sells an abundance of confectionery delights for Valentine’s Day shoppers who want selection.
Tommy Gray, Rocky Mountain manager, said the day before and day of Valentine’s Day are the busiest times of the year, trumping holidays like Christmas and Easter.
Gray said most of the Valentine’s Day customers are men who are “notorious for being last-minute shoppers.”
“Throughout the year, 60 percent of customers are women, but on Feb. 13 and 14, over 75 percent are men,” Gray said.
Both Rocky Mountain and Chocollage offer a variety of goodies perfect for even the pickiest of tastes.
Samuel Godber, former University food science professor, said the chemical found in chocolate called
phenylethylamine has been speculated to be responsible for positive feelings after eating chocolate.
“It has also been determined that a compound similar to phenylethylamine is released by our bodies when we become infatuated with someone,” Godber said. “Some people have called this compound a ‘love potion.'”
According to a survey conducted by Debra Waterhouse, author of “Why Women Need Chocolate,” of the 97 percent of women that reported cravings, 68 percent were for chocolate. Fifty percent would choose chocolate over sex, and 22 percent were more likely than men to choose chocolate as a mood elevator.
But chocolate lovers don’t have to feel remorseful for having dietary relationships with their sweet spots. Some studies show the bad-reputation candy has health benefits.
Chocolate also contains flavonoids found in fruits and vegetables that help prevent heart disease and cancer. According to a study by Karen Collins, nutrition adviser to the American Institute of Cancer Research, the cocoa found in chocolate contains a higher antioxidant flavonoid content.
A study by the Pennington Nutrition series found cocoa powder and cocoa extracts have been shown to exhibit greater antioxidant capacity than green and black teas, red wine, blueberries, garlic and strawberries.
Godber said chocolate is high in polyphenolic compounds, which are considered antioxidants. He said the darker the chocolate, the higher the level of antioxidants.
“Unfortunately, dark chocolate doesn’t taste as good, and I can’t imagine people choosing it over milk chocolate just to get a few more polyphenols,” Godber said.
 
 
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Contact Jeanne Lyons at [email protected]