Why do we love the smell of bread? UCD scientists find the answer

By September 8, 2017Flavour, Food science, Interesting

The smell of freshly baked bread is used in supermarkets to encourage shoppers to spend more while a loaf in the oven of a house for sale is a trick beloved of estate agents, but the reason why bread triggers feelings of well-being has only now been explained by a team of Irish scientists.

The smell is almost universally loved and promotes a Pavlovian response in almost everyone because it prompts “odour-cued memories” at a subconscious level which catapult people back to very specific points in their childhoods, according to a piece of research by UCD food scientists published on Friday morning.

Through a combination of scientific analysis, an extensive poll and focus group-based research, Dr Amalia Scannell and researchers from UCD’s Institute of Food and Health zeroed in on what people love about bread’s distinctive aroma.

Source: Why do we love the smell of bread? UCD scientists find the answer