More than half of nation admit to having secret obsession

Over half of the nation has an obsession that they keep from others, while over a quarter of Brits admit to stockpiling their favourite treats so they can be enjoyed throughout the year.

They may have regular jobs, live on your street, and look and sound exactly like you, but secret superfans live among us.

New research from Costa Coffee has revealed that one in two Brits (45%) have a secret obsession with a band, TV show or favourite beverage. Most hide (55%) it from friends, family, or colleagues.

When it comes to talking to fellow superfans, over two-thirds (66%) are happy to discuss their secret obsession with fellow enthusiasts.

More than half (57%) admit to joining a dedicated online forum, thread or social media group dedicated to discussing their passion with like-minded superfans.

Some superfans have even gone as far as starting a petition for their favourite secret obsession.

Emma Hammond from Tamworth launched an online petition for the return of her obsession, Costa Coffee’s famed Black Forest and Cream Hot Chocolate, after it was removed from the Christmas menu in Autumn 2022.

Due to her incredible love and passion for the drink, Costa Coffee have brought the beloved drink back and Emma has been named the official Ambassador of Costa Coffee’s BFHC. Her new role carries a huge responsibility: taste-testing the first BFHC of the season to ensure it lives up to her and her fellow superfans expectations.

Emma Hammond, Costa Coffee’s Black Forest and Cream Hot Chocolate Ambassador, said: “I was heartbroken when I found out that Costa Coffee took Black Forest Hot Chocolate off its menu last year. For years, the Black Forest Hot Chocolate has been a staple to my festive preparations and having it off the menu would have totally ruined my annual celebrations! I’m delighted to see its early return, and to be crowned as Costa Coffee’s Black Forest Hot Chocolate Ambassador. I hope my fellow superfans are equally excited for their first Black Forest of the year!”

Emma was not alone in her dismay at the drink being discontinued last year with other superfans backing her decision and taking to social to say:

The Nation’s Favourite Coffee Shop*, is delighted to announce the triumphant return of a seasonal sensation – Black Forest and Cream Hot Chocolate! After a brief hiatus that left customers in despair last year, this cherished classic is back with a (cherry) pop today. Available early, superfans of the drink can enjoy it from today (19th October 2023) exclusively on the Costa Club app.

The Black Forest Hot Chocolate has often been hailed as the start of the festive season thanks to its enchanting blend of scrumptious chocolate and luscious cherry flavours.

Sandra Ferreira, Beverage Innovation Director, at Costa Coffee said: “Our superfans’ passion for the Black Forest Hot Chocolate is undeniable, especially after we heard the nation’s cry for its return last year. So, we’re excited to announce the return of one of the nation’s favourite classics, the Black Forest Hot Chocolate. And what better way to make a grand, dazzling comeback than giving our loyal Costa Club members exclusive early access!”

Beyond the Black Forest Hot Chocolate fandom, a whopping 64% of us Brits have admitted to having the same food and drink products every single day.

This doesn’t change over the seasons with over half (53%) wishing that they could have certain seasonal treats (like festive drinks and mini eggs) as often as possible throughout the year with many (28%) even admitting to stockpiling their favourite seasonal treat so they can enjoy them when they’re not usually on sale.

Black Forest Hot Chocolate returns to the Costa Coffee menu from the 2nd of November, but Costa Club customers can get their hands on it two weeks early this year, from the 19th of October, by simply showing their Costa Coffee app in store. The Costa Coffee app can be downloaded on the Apple App Store or Google Play, for more information visit:

From the 19th of October, Costa Club customers will also have the chance to win one of 100 Costa Coffee Digital Black ‘Forest’ Card – a digital reward that sits within the Costa Coffee app that entitles the holder to a ‘Black Forest a Day’ this Christmas! For a chance to win one of these prestigious cards, customers need to simply download and join Costa Club and enter through the app. The competition will be live from 18th October – 29th October and full information can be found in the app. T&Cs apply..

To find your nearest Costa Coffee store, click here:

Images: Fabio De Paola/PA Wire

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