According to sensory scientist Charles Spence, people make consistent matches between shape properties, and the generalisation that has now been documented across a range of food and beverage products, is that sweet is round while bitter is angular, the Guardian reported.
For the study, participants were asked to taste chocolate samples with varying cocoa content and mark the scale according to how they think it reflects the taste.
Spence and his team found that Lindt extra creamy milk chocolate, which contains 30 percent cocoa, and Cadbury Koko milk chocolate truffles were both more strongly linked with rounded shapes.
While, Lindt 70 percent and 90 percent cocoa chocolates were associated with angular shapes and sharper sounds, the study discovered.
The new find emerged after many people complained that the new Cadbury Dairy Milk bar, whose corners have been smoothed off, tastes too sweet as compared to the previous bars.
While defending the new bar, a Cadbury spokesman asserted that there have been no changes in the recipe of the much-loved chocolate bar, but the round shapes were invented to make them melt in the mouth better.