These are the top 10 nostalgic sweet treats of the nation

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Rhubarb crumble with custard has topped a vote to find the nation’s favourite nostalgic sweet treat - with a quarter (25 per cent) saying it reminds them the most of their childhood.

Bread and butter pudding was second on the list (19 per cent) followed by rice pudding (18 per cent), according to the poll of 2,000 adults.

With sticky toffee pudding (17 per cent) and sherry trifle (14 per cent) rounding out the top five.

The data also revealed half (51 per cent) of Brits are more likely to buy a fragrance for their home if it reminds them of fond memories.

This was especially true for younger generations, with over two thirds (68 per cent) of 18-35 year olds saying they reach for nostalgic scents to fill their living spaces.

The research was commissioned by cleaning brand, method, to celebrate the launch of its limited-edition cream custard all purpose spray, which features a 75 per cent bio-based formula, made with biodegradable cleaners derived from corn + coconut.

Designed to turn worktops into wonderlands, method’s cream custard all purpose spray can be paired with method’s wild rhubarb anti-bac spray to create the ultimate rhubarb and custard cream team.

But method addicts will need to be quick to get their mitts on cream custard, as it is only on shelves for a limited time.

Psychologist Jo Hemmings, working with the brand, said: “Taste and smell are often considered our biggest nostalgic triggers because they have direct connections to the parts of our brain responsible for memory and emotion, particularly the limbic system and the hippocampus.

“When you taste or smell something familiar, it evokes strong emotions and vivid memories associated with past experiences and it releases the feel good hormone, dopamine, making us feel happy and content. Both smell and taste can trigger nostalgia in surprising and unpredictable ways.

“Without consciously thinking about it, a scent can transport us back to our childhoods in a moment. This is particularly true about baking smells, as they stimulate anticipation of the ultimate taste as well as the warmth and comfort associated with the treat of something sweet and delicious, often first enjoyed in our early childhood.

method celebrate the launch of its limited-edition cream custard all purpose spraymethod celebrate the launch of its limited-edition cream custard all purpose spray
method celebrate the launch of its limited-edition cream custard all purpose spray

A sweeter way to clean

“This is known as ‘contextual memory’ – automatically triggering the sense of comfort, reassurance and pleasure that eating those home-baked sweet treats once brought us.

“This connection of taste and smell to positive emotions is the reason why we might choose scents that reinforce the seasons or special occasions, or use beautifully fragranced cleaning products in our homes that deliberately bring back those happy memories through the sense of smell.”

The research has also settled the cream vs custard debate once and for all – with nearly half of Brits (43 per cent) admitting they would choose custard over cream or ice cream as their choice of dessert topping. 

And, when it comes to crumble, the nation unequivocally agrees it HAS to be custard - with 54 per cent of Brits claiming it to be their favourite sauce to enjoy with the sweet treat versus cream (10 per cent) or ice cream (16 per cent).

Love for the sauce was strongest amongst those aged over 55, as a whopping 67 per cent of the age group voted for custard as their favourite to enjoy with dessert.

But when it comes to crowning the biggest fans of custard, the North of England reigns supreme, with Yorkshire and the Humber (54 per cent), the North East (52 per cent) and the North West (50 per cent) revealed as the greatest custard-loving regions.

Method cream custard spray is available now from Sainsbury’s, Amazon and Waitrose, in-store and online.

The top 10 most nostalgic sweet treats

  1. Rhubarb crumble with custard
  2. Bread and butter pudding
  3. Rice pudding
  4. Sticky toffee pudding
  5. Sherry trifle
  6. Treacle sponge
  7. Swiss roll
  8. Jam roly poly
  9. Bakewell tart
  10. Pineapple upside down cake 

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