Chocolate manufacturers and retailers have been taking advantage of these findings by not only trying to make chocolate lovers feel less guilty about their addiction, but also by trying to target the more health-conscious consumer with regular doses of "research studies" praising the supposed benefits of consuming chocolate, among them that:
• eating chocolate releases endorphins in the brain, which act as pain-relievers,
• eating chocolate boosts one's appetite, but does not cause weight gain,
• the sugar in chocolate may reduce stress and have a calming and pain relieving effect,
• eating chocolate does not give someone acne or other skin eruptions,
• eating chocolate does not trigger migraine headaches,
• eating moderate amounts of chocolate makes one live almost a year longer,
• eating chocolate reduces the risk of heart disease and cancer.