UK households urged to stock up on tins of Heinz soup
Heinz has revealed that its iconic Cream of Tomato soup is as comforting as a hug, scientifically speaking, with a little help from Sam Thompson.
UK households have been urged to stock up on a household staple - because it brings with it surprising benefits. Heinz has revealed that its iconic Cream of Tomato soup is as comforting as a hug, scientifically speaking, with a little help from Sam Thompson.
Heinz partnered with neuroscientists to put its soup to the ultimate comfort test. The study follows new research revealing 48 per cent crave comfort more than they used to, and as 65 per cent of Brits say food is an important source of comfort for them
ITV I'm A Celebrity star and radio presenter, Sam Thompson, stars in a heart-warming video to showcase the science. To celebrate its comfort status, Heinz is giving away free cans of its iconic Cream of Tomato, the soup maker has confirmed.
READ MORE UK households being handed free £300 but 'there's a cut off to apply'
Using advanced neuroscience technology, 50 participants were fitted to EEG devices to track their brain’s emotional reactions to various comforting activities, foods, and rituals*. From warm baths and cosy blankets to real-life soup and hugs, the study uncovered what truly soothes the soul.
These were based on Britain’s top-voted comforts including soup (45 per cent), snuggling with a cosy blanket (43 per cent), taking a warm bath (38 per cent) and experiencing a warming hug (28 per cent). The study found that Heinz Cream of Tomato Soup sparked the same comforting brainwave response as a hug. In fact, it surpassed other classic comforts, such as a soothing bath after a long day, binge-watching your favourite show, or enjoying a hot cup of tea or coffee.
Dr Andy Myers, Neuroscientist at Walnut Unlimited explained: “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 comfort milestone comes following new research from Heinz revealing almost half of Brits (48 per cent) agree they crave comfort more than they used to, and 65 per cent say food is an important source of comfort for them. The survey also unearthed that Brits seek comfort an average of 22 times a month, with younger generations craving it even more.
Sam Thompson, TV and radio presenter said: “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 added: “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.”
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