A recent study conducted by Heinz in collaboration with neuroscientists has revealed that its iconic Cream of Tomato soup triggers brain responses comparable to receiving a hug. The study, which used advanced neuroscience technology to monitor participants' brain activity, found that both the taste of the soup and the experience of a hug activated similar areas of the brain associated with pleasure and comfort.
UK households are being encouraged to stock up on a household essential due to its unexpected benefits. Heinz has revealed that its iconic Cream of Tomato soup is as comforting as a hug, scientifically speaking, with a little assistance from Sam Thompson . Heinz collaborated with neuroscientists to put its soup through the ultimate comfort test.
This study comes after new research showed that 48 percent of people crave comfort more than they used to, and 65 percent of Brits consider food a significant source of comfort. ITV I'm A Celebrity star and radio presenter, Sam Thompson, features in a heart-warming video to demonstrate the science. To celebrate its comforting status, Heinz is giving away free cans of its iconic Cream of Tomato soup, the soup maker has confirmed. Using advanced neuroscience technology, 50 participants were fitted with EEG devices to monitor their brain's emotional responses to various comforting activities, foods, and rituals*. From warm baths and cosy blankets to real-life soup and hugs, the study revealed what truly soothes the soul. The go-to comforts for Brits include soup, with a noteworthy 45 percent vote, cuddling under a cosy blanket at 43 percent, indulging in a warm bath at 38 percent, and the comfort of a warming hug from a loved one at 28 percent. Remarkably, a recent study has placed Heinz Cream of Tomato Soup at the heart of comfort, sparking brain responses akin to receiving a hug, eclipsing other traditional comforts like a relaxing bath, binge-watching favourite TV programmes, or sipping on a warm brew, reports Birmingham Live.Dr Andy Myers, a neuroscientist with Walnut Unlimited, said: 'Our study found that both the taste of Heinz Cream of Tomato soup and experiencing a hug showed the same positive effect in the brain. The study proved that Heinz soup in particular has the same high levels of comfort to that of a hug from a friend or family member. It's not just a filling meal, it's a quiet moment of pure joy'. This significant discovery is in line with fresh Heinz research which shows nearly half of the UK population (48 percent) are seeking comfort more than ever before, with 65 percent stating that food plays an essential role in their quest for comfort. Furthermore, Britons reportedly seek solace around 22 times a month, a figure that is even higher among younger people. TV and radio presenter Sam Thompson expressed his enthusiasm for the project, stating: 'I'm a massive fan of Heinz Soup and have been eating it for years so I couldn't wait to get involved. As someone who has broken a record for the number of hugs given in 60 seconds, I know a thing or two about comfort, so I'm not surprised Heinz Soup has come out on top. It's like having a warm, cosy hug in a bowl'. Alessandra de Dreuille, Director of Meals at Heinz, also commented on the study, saying: 'People often compare our soup to feelings of a warming hug, so this winter we wanted to actually prove it! We're so excited to bring this study to life and show that there really is a connection in the brain between our delicious soup and what we associate with comfort. And who better to bring this to life than Sam.
Science & Technology HEINZ Cream Of Tomato Soup Neuroscience Comfort Food Brain Responses Hugs Sam Thompson
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