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

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

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The most beautiful things in the world cannot be seen or even touched, they must be felt with the heart.

— Helen Keller