Researchers say that the smell of toast takes us back to our childhood.
Despite all the competition from waffles, yoghurts, cereal and croissants, more than four out of five Britons say a slice of toast is their favourite way to start the day, and scientists say there is a subconscious reason why. Research by Cardiff University's School of Biosciences say the smell and taste of warm crisp bread takes us back to our childhood, as toast is often one of our first solid foods.
Professor Tim Jacobs, who specialises in the way in which humans perceive taste and smell, said: 'We can form these associations with smells at any age. All that's required is a consistent smell, combined with an event powerful enough to pin a given emotion to that particular set of chemicals .... Children's minds are constantly developing, therefore it's not really surprising to find that people exposed to toast as children have a much stronger affinity for the smell in later life..... Although that's presuming, of course, that they had a positive experience in their childhoods.'
The research (surprise, surprise) was commissioned by the Flour Advisory Bureau to understand why toast is such a popular breakfast choice - and also to find out if bakers could make even more appealing bread.
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