The new rounded Cadbury’s Dairy Milk chocolate bar has got some consumers irate because they say it tastes sweeter than the original, more rectangular bar. The company says the formulation has not changed. Who is right? I suggest that this furore can perhaps be explained with reference to the literature on shape symbolism. People are known to associate sweetness with roundness and angularity with bitterness and, hence, making a traditionally rectangular food rounder may be expected to alter the perceived taste by priming notions of sweetness in the mind of the consumer.