Crumbs… Tell-Tale Personality Traits Revealed in How You Eat Your Toast

Quintessential British breakfast unlocks the key to your soul

What your Toast says about you










Academics have revealed that your personality and your ideal love match can be determined by how you eat your toast in the morning.

That simple act of spreading a knife across toast before you dash out the door to work is actually a giveaway sign as to whether you’re a natural leader, a follower, laid back or a bit of a control freak.

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 including: tribe leader, thrill seeker, perfectionist, protector and YOLO (you only live once).

Applying some digital wizardry to the science, they have created an online tool available at

What’s more, the test will help identify if the person sitting opposite you this morning is your future love match – or will last as long as your last round of toast. Analysis of their toast and marmalade eating behaviour will enable you to cut through any early-date ‘best behaviour’ to get to the heart of what you need to know. Is this the man or woman for you?

One thing’s for certain: you will never look at the people you share your breakfast table with at home, work or in the café, in the same way again.

The tool was developed by Senior Psychology Lecturer at the University of Central Lancashire, Dr Sandi Mann, by 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 your personality type.”

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 – before you’ve had a chance to finish your first cup of coffee.”

Richard Duerr, Sales and Marketing Director at Duerr’s, adds: “Bread and marmalade are staples of life, which means we all incorporate them in our idiosyncratic way. 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 take the test.