Move over chocolate - there's a new rival for women's taste buds, according to the British Cheese Association.
The BCA says cheese can do everything chocolate does for many women, only better. Apparently it contains natural chemical phenylthylamine, which releases endorphins into the body, making people happier.
The claim is that cheese contains ten times more of the substance than chocolate does. Which raises the question: how about organising a chocolate fondue party with cheese cubes for dipping? Or vice-versa. They could be an acquired taste, but theoretically the natural high would be more than worth it.