Can the quintessential British breakfast unlock the key to romantic happiness?


Well can it? Duerr’s and Roberts seem to think so with their quick marmalade and toast quiz.

He’s funny, charming, handsome – but how can you tell if your new fella really is Mr Right? Make him breakfast (or let him make it for you!)Academics have uncovered that the way you take your toast in the morning can reveal more about you than you think. The simple act of spreading a knife across toast can indicate if your breakfast companion has the potential to be a long-term match (slice of heaven) or if it’s time to call a taxi (oh, crumbs!).

Marmalade makers Duerr’s teamed up with breakfast bedfellows Roberts Bakery to commission the study which evaluated how people preferred the thickness of the bread, the choice of their spread, if they liked to double dip (butter knife in the jam jar) and if it is served hot or cold among other criteria.

From this, the academics were able to identify 15 well-recognised personality types and match up the potential love matches/mismatches, allowing you to cut through any early-date ‘best behaviour’ to get to the heart of what you need to know.
Applying some digital wizardry to the science, they have created an online tool available at
imagesSenior Psychology Lecturer at the University of Central Lancashire, Dr Sandi Mann led the project, analysing possible subconscious motives that prompt even the simplest of choices.

Dr Sandi Mann said: “How we eat our toast and marmalade might seem intuitive but the fact is, we each individually make a series of choices at breakfast – based on learnt preferences, innate behaviour and conditioned learning – which could underscore the personality type of last night’s bed fellow.”
Tim Wild, Commercial Director at Roberts Bakery, comments: “We’ve seen a huge rise in our sales of Roberts 50% White 50% Wholemeal which suggests – initially – we’re a nation of angels. Yet it’s the personal touches we each instinctively make from the moment we put a slice of bread in the toaster, that subconsciously reveals so much of the inner you – that this might be the fastest way to determine if your partner is a slice of alright – or should be toast.”Richard Duerr, Sales and Marketing Director at Duerr’s, adds: “The Duerr’s family has been evaluating their future love matches using the breakfast test for years – morning harmony simply can’t be achieved when one of you likes to double dip and the other sulks over getting butter in the jam. Best to know as early as possible so you can make your excuses and leave!”

Visit to put your partner’s toast eating habits to the test.

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