A new science-based demonstration has found that bakes made by our loved ones really do taste better. The Taste Test, led by experimental scientist at the University of Oxford, Charles Spence, with Lurpak, found that every participant preferred the bake made by their loved one over one crafted by a professional pastry chef with experience working in London’s top hotels, including The Savoy.
It comes as a UK-wide survey of 2,000 adults revealed that nine in ten Brits agree that food tastes better when it’s made by someone they love. Our other halves topped the list of favourite cooks, closely followed by mums, and grandmas.
Professor Spence, who has conducted numerous studies into the science of taste and how it shapes our memories and experiences, said said: “For this Taste Test, we used heart rate monitors, micro facial expression analysis, and questionnaires to assess the emotional responses of the volunteers in real time.
“It was great to see the tasters react so instantly to the tastes of the loved ones’ bakes, with their heart rates spiking and smiles of recognition appearing straightaway. This demonstration perfectly illustrates what the science shows, namely that love is the secret ingredient in baking.”
The nation’s love of baking together runs deep, with three quarters (76%) admitting they had fond memories of baking with family members as a child – with cupcakes (37%), cookies (26%), scones (22%) and brownies (20%) revealed as the most nostalgic bakes.
Professor Spence continued: “What’s striking to me is how clearly the results showed how taste is intrinsically linked to memory, emotion and, ultimately, feelings of joy and love. The taste test demonstration reinforces something universal – baking isn’t just about flavour or technique. It’s about the care and love that goes into it. That’s what people taste, and that’s what makes homemade bakes so special – and memorable.”
Catriona Mantle, Marketing Director at Lurpak, who commissioned the test, added: “Food lovers know there’s real joy in baking for someone you love. The ones who find joy in every swirl, every whisk, every golden rise. Good food deserves the best ingredients. Whether it’s mum’s birthday cake, your husband’s cookies, or grandad’s scones, those simple bakes just taste better.
“Our test proves what many of us have felt – and tasted – that love really is the secret ingredient in baking. And we know that it’s more than just about good food – it’s the care, the connections and the moments shared that make every bake taste better."
The findings of the Taste Test come as Lurpak block butter launches new limited-edition packaging which celebrates classic home bakes – with shoppers able to pick up dedicated Lurpak ‘Scones’, ‘Cookies’ and ‘Brownies’ packs.
