The research, conducted by The University of London’s Centre for the Study of the Senses [1], found that for over three quarters of people (77 per cent) the aroma of a fresh strawberry triggers memories of summertime, while two thirds (64 per cent) felt it prompted thoughts of sunshine.
The team of scientists, who undertook the study to investigate the link between emotions, taste and smell, found that the appeal of the fruit was so strong that four out of five people (86 per cent) felt relaxed just by thinking about eating the quintessentially British fruit.
The experts found that the distinctive smell of a fresh strawberry is most likely to recall summer memories of garden parties, street markets, picnics, wedding receptions and breakfast in bed.
Other fruits were less likely to improve mood, with apples and bananas sparking visions of munching breakfast on the go or cramming lunch at the office desk.
The scientists also conducted 74 trials [2] in the Centre’s sensory lab to explore relationships between sounds and flavour – revealing that different soundscapes can enhance taste.
The sounds of a picnic and lawn mower cutting grass made strawberries taste fruitier than when people listened to office and commuting noises.
Surprisingly, the research also discovered that more Brits (25 per cent) associate strawberries with the smell of freshly cut grass rather than the popular food combination strawberries and cream (16 per cent) – a combination that will be perfect as thousands descend courtside and on to Henman Hill for the world famous tennis tournament this week.
Sensory expert from the University of London, Professor Barry Smith, said: “More than any other sense, smell can evoke powerful, emotional memories.
“Strawberries have been shown to trigger nostalgic summer memories, because people usually see them as a seasonal treat.
“Despite the fact that strawberries and cream is one of the most popular food combinations, the majority of people associate British strawberries with the waft of freshly mown grass so chefs are already creating recipes to conjure these aromas.”
Following this sensorial discovery, top chefs are busy creating dishes that appeal to all the senses and heighten the eating experience. James 'Jocky' Petrie, who has risen to fame alongside Heston Blumenthal, has been commissioned by industry body British Summer Fruits to create exciting recipes to stimulate the senses this summer.
Petrie’s crazy concoctions include a strawberry and chilli nectar that evokes the heat of a summer’s day and a strawberry sandwich made with white chocolate sponge, olive oil ganache, mint leaves, coriander seeds and a layer of ‘grass’ – made with white chocolate and wheatgrass.
Chef James ‘Jocky’ Petrie, Head of Development at The Ledbury, said: “No flavour shouts summer to me more than that of a strawberry. It’s an extraordinarily diverse berry that adds real depth of flavour to any sweet or savoury dish, which complements bitter and acid ingredients.
“Barry Smith’s exciting work at the lab shows that strawberries trigger happy memories of years gone by and the sounds of summer make them taste even better.”
Part of an emerging trend, retailers are also increasingly using multi-sensory design – dubbed Sensory Architecture – to enhance customer’s experiences and environments.
Research by Condiment Junkie [3] has shown controlling colour, texture, sound, smell, shape and form can have a profound effect on enjoyment and how memorable an experience is. It can even enhance taste perception by over 20 per cent.
[1] The research was carried out on behalf of British Summer Fruits between 26 May and 28 May 2014 by The University of London’s Centre for the Study of the Senses. The Centre is part of the School of Advanced Study. The School of Advanced Study, University of London (SAS) is the UK’s national centre for the promotion and support of research in the humanities. SAS and its 10 member institutes offer unparalleled academic opportunities, facilities and stimulation across a wide range of subject areas for the benefit of the national and international scholarly community. In 2012-13, SAS: welcomed 833 research fellows and associates; held 2,231 research dissemination events; received 21.7 million visits to its digital research resources and platforms; and received 194,529 visits to its specialist libraries and collections. Find out more at www.sas.ac.uk or follow SAS on Twitter at @SASNews. .
The sample of 142 participants took part in an association task where five randomised dimensions were tested - smell, texture, sound, indoor places, outdoor places. The test was conducted for various seasonal and non-seasonal fruits, and for each dimension, five values ranging from very negative to very positive were presented in a randomised order.
[2] The University of London’s Centre for the Study of the Senses carried out the second part of the research on behalf of British Summer Fruits on 5 June 2014. They carried out 74 repeat trials of a blind tasting testing for the influence of different soundscapes on fruitiness, pleasantness, and congruence between sound and fruit. Various controls were included for variance within and across fruit type.
Studies were conducted by O. Deroy ; M. Fairhurst ; B.C. Smith at the Centre for the Study of the Senses, School of Advanced Study University of London.
Soundcapes created by sensory branding specialists Condiment Junkie @condimentjunkie
[3] About Condiment Junkie
Condiment Junkie is a creative agency specialising in sensory branding. They work with some of the world’s leading brands to deliver compelling sensory identities and brand experiences. All of their work is based on scientific research into how our emotions and senses interact.
About British Summer Fruits
British Summer Fruits is the industry body that represents 98% of berries supplied to UK supermarkets. It funds Seasonal Berries – a campaign that celebrates the seasonality of soft fruits. www.seasonalberries.co.uk
*******
For more information, please contact:
The Red Brick Road
Ruth Thomas
PR Account Manager
T: 020 7575 7675
M: 07866 033 538
E: [email protected]
Kate Bailey
PR Account Executive
T: 0207 5757 623
M: 07896 055 088
E: [email protected]