MOUNTAINS of Easter eggs are consumed in the UK, tempting investors to examine the UK's leading chocolate manufacturers.

The religious significance of the Easter egg has given way to commercial sales of chocolate, and whether we like this or not, it is often interesting to have a look at how the chocolate business has developed.

Fry's introduced the very first chocolate Easter eggs in 1873. The Fry family had been involved in chocolate manufacture since 1761, taking over an established business to become the first and oldest dedicated chocolate producer. The Bristol-based firm later merged with Cadburys in 1919.

John Cadbury first started the association of his name with chocolate in Birmingham in 1824. His name continues in FTSE 100 company Cadbury Schweppes.

A major survey on chocolate in 2000 revealed the following fascinating facts:

* In the UK, each person eats, on average, about 200 bars of chocolate each year;

* Almost two-thirds of all confectionery is purchased by women, but just over half is for their own consumption;

* Men buy just under a third of all confectionery, and generally eat the majority of what they buy;

* Children eat 38 per cent of all confectionery, but buy only 20 per cent of what they eat themselves;

* Anyone who took the advice of the advertising slogan "A Mars a day helps you work, rest and play", which started in 1959, would have eaten nearly six tonnes of Mars bars by now;

* Chocolate melts at 34 degrees centigrade, just below body temperature. It therefore melts when it is placed in the mouth.

The market realises that these companies trade all year around, so do not expect any share price surges, at least on Easter sales figures.

The UK Stock Market has staged a strong recovery in the past two weeks, gaining ground lost early last month. Results announced continue to be favourable, leading to upgrades and re-ratings.

This has coincided with progress in the UK markets, ensuring a global market boom.

One notable gainer has been the continued rise in Japan. Although the fundamentals for investing in Japan remain questionable, the sheer weight of foreign investment is forcing the market higher.

The idea is that the global market low of a year ago may be the floor, and that economic recovery can only be just around the corner. Japan is already benefiting from increased trade with China.

Economic recovery in the US has not led to an increase in employment. With no inflationary pressures anticipated because of this, US interest rates are likely to stay low for some time yet, to the benefit of businesses and equity investment.

In light of this, it was not too much of a surprise that UK interest rates were kept at four per cent last week.

The market initially reacted unchanged to the "no change" decision, and set a steady tone to the second quarter of the year for equity investment. The first quarter of the year saw steady improvement, and it is hoped this can be built on

- For investment advice contact Anthony Platts on 01642 608855.

- Ian Pluves is a director of Wise Speke. Views expressed are the author's own and are not necessarily held throughout the Brewin Dolphin Group. Wise Speke is a division of Brewin Dolphin Securities Ltd, a member of the London Stock Exhange, authorised and regulated by the Financial Services Authority. Prices, values or income may fall against investor's interests. You should therefore be aware that you may get less back than you invested. Investments may not always be suitable for all individuals. If you have any doubts, you should consut a professional advisor.

Published: ??/??/2004