Toast tickles the tastebuds of childhood memory
11 September 2010 Last updated at 10:06 BST
Researchers at Cardiff University say they have discovered why so many people like toast.
Their research suggested that toasting bread releases a chemical which helps evoke memories and the preference for toast was much stronger in people who had it for breakfast as a child.
The research, commissioned by the Flour Advisory Bureau, set out to discover what it was about toast which made it such an integral part of breakfast for many people.
Carwyn Jones reports.