West Coast Chocolate Lovers Reveal Surprising Traits in Cocoa Pete's Nuts So Serious Survey.

CAMPBELL, Calif. -- Most chocolate lovers prefer chocolate over sex "because there is no pressure," according to a survey released today by Cocoa Pete's Chocolate Adventures(TM). Completed just in time for World Chocolate Awareness Month (October), the survey revealed both surprising and humorous insights into the habits of West Coast chocoholics.

The less-than-scientific sample consisted of roughly 1,000 respondents ranging in age from 21 to 75 years. Two-thirds were women and one-third men. Cocoa Pete's conducted the survey at stores and special events during the 2003-04 chocolate-buying year. Each respondent sampled one or more of Cocoa Pete's four premium chocolate bars prior to answering the nine survey questions.

Cocoa Pete's was founded on April Fool's Day 2002 by Pete Slosberg, one of the San Francisco Bay Area's most inventive "foodies." Pete is best known as the creator of Pete's Wicked Ale and founder of Pete's Brewing Company, which he sold in 1998.

In 2003, with a year's "chocolatiering" under his belt, Cocoa Pete decided on a completely chocolate-in-cheek way to survey previously unexplored aspects of and attitudes toward chocolate. Following is a sampling of the survey's more interesting revelations:

--In a head-to-head popularity contest, sex barely won out over chocolate. In fact, the contenders were so nearly tied that 13 percent of respondents couldn't make a choice, weighting both as equally desirable! More than twice as many women (39 percent) as men (18 percent) preferred chocolate over sex. Explained one: "Tough choice, but at this point in my life with the guys I know, I choose chocolate." Another noted, "I don't smoke afterwards!"

--As people aged, the percentage who preferred chocolate to sex climbed dramatically, with 41 percent of the 55-plus crowd saying they'd rather have chocolate.

--More than twice as many men (40 percent) as women (20 percent) buy chocolate for others, instead of themselves.

--Almost half the female respondents hide their chocolate while the vast majority of men (73 percent) wouldn't dream of it. One of the younger respondents freely admitted to hiding chocolate; "I hide chocolate from my mom; she eats all of it otherwise."

--Perhaps this is why more women than men feel guilty about eating chocolate (86 percent of women felt guilty vs. 65 percent of men).

--Women do, however, take smaller bites by a two-to-one margin. Again, the 55-plus crowd led the pack among both sexes with 62 percent reporting they nibble rather than wolf chocolate.

--Respondents of both genders thought eating chocolate was good anytime of day - morning, noon, after dinner, in the evening or to counteract stress. Said one, "I feel most like eating chocolate when I am awake. When I am asleep, I dream of eating more!"

Cocoa Pete's chocolate bars are 100 percent all-natural and come in four bodacious flavors--Maltimus Maximus(TM), Nuts So Serious(TM), Berry Berry Dangerous(TM) and Caramel Knowledge(TM). They are widely available in the San Francisco Bay Area, Pacific Northwest and New York Metro areas. The brand is currently making its debut in stores in Southern California and in selected natural food stores across the country. Each bar sold spreads Cocoa Pete's vision of "great chocolate for everyone, everywhere" and his mantra of "it doesn't have to be pretentious to be premium."

About the company

Founded on April Fools Day, 2002, Cocoa Pete's Chocolate Adventures(TM) is based in Campbell, CA, in the San Francisco Bay Area. Its mission is to make premium chocolate more accessible by helping Americans discover a whole new world of chocolate flavors and have some fun in the process. For more information, visit www.cocoapetes.com.

About Pete Slosberg

The creator of Pete's Wicked Ale and founder of Pete's Brewing Company, Pete Slosberg began his odyssey to create the great American ale in his home kitchen in 1979. Striving to make a world-class beer and have some fun doing it, Slosberg incorporated the brewing company in 1986. He sold his remaining stake in 1998. Now, he's applying a similar attitude and lessons learned to the world of chocolate with a simple goal: Break down barriers and help Americans discover a whole new world of chocolate flavor. And, have some fun and adventure doing it.