The worst taste experiences are in London, says survey

A quarter of Brits said that London was where they had their worst taste experience, according to research conducted by Costa Coffee.

Top food psychologist Greg Tucker with input from Andy Taylor, professor of flavour technology from the University of Nottingham and advisor to Heston Blumenthal analysed taste preferences of the UK's major regions.

The research was commissioned by Costa following the results of a successful taste test challenge earlier this year that proved seven out of 10 Brits prefer Costa's cappuccino over Starbucks and Caffè Nero.

The study has found that each region in the UK has its own unique Taste Dialect of flavours and textures forged by local culture, geography and environment.

Nearly a third of people polled preferred foods traditional to the South West, particularly cheddar cheese and Devonshire cream teas, people from the North East seek tastes that offer immediate satisfaction, meanwhile the Midlands is known to be the Balti centre of the UK, but the research showed that people from the area were predisposed to enjoy Asian food long before it arrived in the UK.

The study also found that in all regions, people noted the importance of getting a 'good' rather than 'average' cup of coffee.

Professor Andy Taylor commented: "Taste is determined by our genetic make-up and influenced by our upbringing and experience with flavours. Just as with spoken dialects, where accent is placed on different syllables and vowel formations, people from different regions have developed enhanced sensitivities to certain taste sensations and seek foods that trigger these."

Gennaro Pelliccia, master of coffee at Costa, who is responsible for the taste profile of all Costa's coffee, said: "At Costa, the best tasting coffee of the highest quality is the single most important thing to us.

"This research has provided a fascinating insight into the taste preferences of the nation which in turn will help us to ensure we continue to provide great tasting coffee that appeals to everyone."

Words: Maria Bracken

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