The tradition of eating chocolate on Valentine's Day was started by a dedicated marketing campaign by Richard Cadbury in the 1840s. The marketing move occurred as Cadbury had developed a more palatable chocolate recipe. The culture of celebrating Valentine's Day had also taken hold in Victorian England.
Prior to the introduction of chocolate into Valentine's Day celebrations, the English-speaking world celebrated by sending love letters and gifts to their loved ones. Richard Cadbury capitalized on the trend by creating customized chocolate boxes with beautiful designs and Valentine's Day imagery. St. Valentine's Day as a romantic holiday was first mentioned in 1382 by Chaucer.