Cocoa's perceived medicinal value made chocolate a natural product for apothecary shops. It was considered nourishing for the sick as well as an aid to digestion and was believed to promote longevity, help lung ailments, energize the body, cure hangovers, suppress coughs, and, as mentioned, stimulate the libido. For that reason, the Virginia Almanac of 1770 cautioned women against it, warning “the fair sex to be in a particular manner careful how they meddle with romances, chocolate, novels, and the like,” especially in the spring, as those were all “inflamers” and “very dangerous.”“This was very much ignored. Women were the main consumers of chocolate. It was this sexy reputation that caused chocolate to become associated with love, Valentine’s Day, sinful pleasures, and decadence. Ben Franklin recommended chocolate as a cure for smallpox in Poor Richard’s Almanac of 1761; Doctor Benjamin Rush did the same in his medical texts.
Thomas Jefferson thought chocolate would overtake tea and coffee as the American beverage of choice. In a letter of November 27, 1785, to John Adams he wrote, “The superiority of chocolate, both for health and nourishment, will soon give it the preference over tea and coffee in America which it has in Spain.” In this he was mistaken. Chocolate drinking would soon decline...... in favor of chocolate eating.