Client Press Releases

Are You A Spontaneous Smasher Or A Clinical Slicer?

09 February 2009

The way in which we tuck into our boiled eggs at breakfast may not only reveal our true personality, but also how we deal with the day ahead, according to research commissioned by family bakers Warburtons, who is aiming to highlight the country's love of traditional toasted breakfast favourites.

According to a survey by YouGov and Warburtons, 69 per cent of respondents who eat boiled eggs with toast in Scotland slice open their eggs at breakfast time.

According to social psychologist Dr Sandra Wheatley, this indicates they are more likely to be feeling precise and considered than their more spontaneous and carefree friends, colleagues or family members who prefer to smash open the top of their egg.

"A simple smash or a slice on a boiled egg at breakfast may well reveal aspects of a person's mood and how it could predict behaviour for the rest of their day.

"With regards to the 'slicers' and 'smashers' defined by the YouGov survey, then people who slice might tend to be more clinical, precise and patient in the way they prefer to deal with things, whilst people who smash their eggs might well appear more relaxed and confident in their ability to cope with whatever life might throw at them during the day ahead," added Dr Wheatley.

Warburtons has welcomed the news that the humble boiled egg and toasted soldiers is a firm credit crunch favourite, as according to the survey, it's one of Scotland's top choices at breakfast time.

Almost half of all respondents across Scotland chose egg and soldiers as one of their top two favourite ways to eat egg and toast. The perfect breakfast to munch in the credit crunch, two eggs and two slices of unbuttered Warburtons Toastie costs just 62p a portion.

And in health-conscious Scotland, fried eggs have been dropped as a favourite toast topper in favour of scrambled (64%) or poached (32%) eggs, while seven out of ten (73%) people said they buy free range eggs as opposed to the battery farm variety, the survey revealed.

Ian Connell, Warburtons general manager Scotland, said: "I prefer to smash my egg - but only because I'm always hungry at breakfast time. The survey shows that boiled egg and soldiers is still a popular choice, it's easy to make, and with a Warburtons slice of Toastie, which only has 94 calories per slice, it's healthy for you too. An even larger reason why Warburtons Toastie loaf is great value for money."

The British Egg Information Service (BEIS), which represents eggs produced to the British Lion quality standard, is also championing traditional breakfast favourites and the nutritious boiled egg with toasted soldiers.

Spokesperson Lucy Waldron-Brown said: "Everyone's feeling the pinch financially, but the good news is that eating fresh, healthy food such as eggs and bread is still possible, even on the tightest budget.

"Always remember to look for the Lion to guarantee the highest standards of food safety.  All Lion Quality eggs come from British hens vaccinated against salmonella and are date-stamped for freshness."

 

~Ends~

 

Notes to Editors:

  • All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4182 adults. Fieldwork was undertaken between January 20th - 22nd, 2009. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+)
  • Warburtons is the UK's leading independent baker and was established in a grocery shop in Bolton in 1876 by Thomas and Ellen Warburton. Today the business is actively run by the fifth generation of the Warburton family - Jonathan, Brett and Ross.
  • Warburtons is one of the number top 5 grocery brands in the UK.
  • With thirteen bakeries and thirteen depots around the UK, the company serves customers from the Scottish Islands and Highlands in the North to Southampton in the South.
  • Warburtons produces over two million loaves, rolls and crumpets every day and in the UK we eat the equivalent of nine million large loaves of bread on a daily basis.
  • For local stockists please call the Warburtons Freephone Customer Careline on 0800 243 684.

 www.beattiegroup.com

 

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