An astonishing 82% of people surveyed said toast was their breakfast of choice, with around half admitting that they find the smell comforting.
Yet the findings of the research by Cardiff University's school of biosciences would seem to suggest that Britain's love-affair with toast is all to do with the way we are "bread", rather than how we prepare it.
The research, commissioned by the Flour Advisory Bureau, set out to discover what it was about toast which made it such an integral part of our morning routine, and whether there was anything bakers could do to make it even more attractive.
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