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Chocolate floors? Or April Fool's?

BuildDirect CEO Jeff Booth chows down on a delicious floor plank.

BuildDirect issued a prank press release Monday in the hopes that some gullible journalists might hit the ground running with its chocolate plank flooring announcement.

"Today, BuildDirect announced the addition of real chocolate plank flooring to its product lineup, marking a first for North America's home improvement industry," read the company statement. "The company's Chocolate Sensation Handscraped Classic Collection is hand poured and available on April 1 in dark, milk chocolate and white."

"Our advanced analytical and forecasting tools identified chocolate floors as a new product trend," said CEO Jeff Booth. "And by leveraging technology as our platform, we're building a simpler and friendlier home improvement industry. Chocolate flooring is just another way to show customers how much we care."

The company also made a promo video that may well be making the viral rounds this week. Check it out here, and don't forget to order your free chocolate floor sample.


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