​Chocoholics from across the country flocked to Milsom Place yesterday to celebrate the tasty treat.

The event in the courtyard of the shopping centre saw hundreds of visitors sampling the delights on offer as well as picking up edible Christmas gifts throughout the day.

The festival, which is in its fourth year, involved a host of experts selling their goods including Rode-based ChoconChoc, which has made chocolate models of Midford Castle for former owner Nicolas Cage and of Highgrove for Prince Charles.

Self-styled chief chocolate lady Flo Broughton said this was its first visit to the event and after yesterday's success the firm hoped to return again next year.

She said: “It has been a really good day and everything has been really popular.

“We have sold out of a lot of stock and the Chocolate Cigarettes and the Emergency Chocolate have been our biggest sellers.

“This is a great idea and everyone seems to be coming along and enjoying it, as well as tasting lots of chocolate.”

Another new stand, making its first appearance at the event was that of internet firm Affectionary.

Its team were there to launch a new site, which allows you to personalise a box of chocolates.

Managing director Adrian Bumpus said: “We are a brand new company and the response we have had today has been fantastic.

“The festival is great and focuses on a theme so people are coming here for a reason, to buy chocolate.

“Our idea is unique and you can personalise chocolates with photos and writing which is not only brilliant for Christmas but for many special occasions.”

Other firms at the festival, which will also take place today from 10am until 5pm included Rococo, which was selling a hamper which it says has enough chocolate to last until Lent, and James Chocolates of Shepton Mallet.

Milsom Place spokeswoman Nicky Hancock said: “It has been very successful and lots of people have been coming down.

“Everyone seems to be enjoying themselves and we were very lucky with the weather for the first half of the day.

“I have spoken to several stallholders and they are all very pleased with how it has gone.

“Christmas is a time of year when people like to buy chocolate and there has been lots of opportunity for tasting today.”

Kathryn Jones, aged 35 from Trowbridge, visited the festival with her 12-year-old daughter.

She said: “We came last year and we loved it. It is great to be able to come to the Christmas Market but this is something a bit different.

“We are both huge chocoholics so it is ideal for both of us.”