This is the time of day when cravings hit us the toughest | UK | News | EUROtoday

Self-control is examined when the clock hits 4pm for the typical Brit as that is when our meals urges spike, in line with a brand new examine.

Pizza is without doubt one of the final dishes that makes our mouths water and is without doubt one of the hardest to get out of our minds. These cravings will be trigged after we spot photos of meals, can scent one thing tasty cooking, and even hear different folks discuss their starvation pangs.

Seven out of 10 Brits (71 per cent) take into consideration pizza each day, and we find it irresistible a lot as a nation that over a 3rd of Brits (38 per cent) be sure that they’ve it no less than as soon as every week.

Friday and Saturday are the highest days the place folks give in and seize a slice, however Wednesday follows intently, with pizza getting Brits via the week. When it involves satisfying the urge for pizza, curiously, extra individuals are choosing home-cooked / made (46%) vs selecting takeout (38%).

Consultant psychologist Honey Langcaster-James means that starvation pangs are because of our brains signalling that it’s the ‘normal’ time of day and even place to seize meals.

“Our appetite for food is really quite interesting from a psychological point of view and external cues that often lead to hunger include images of food, enticing smells, and even locations that you might associate with a particular food. The time of day can also make you feel hungry because it has become part of your routine, so your brain learns to expect you to eat at a particular point in time,’ Langcaster-James said.

She continued: “With some foods, like pizza, there is often a social element and a wider psychological benefit, too. Because pizza is often split up and shared among people you’re with, this can provide you with a kind of bonding experience, and lead to a feeling of togetherness with those you care about.”

Rachel Bradshaw, Marketing Manager at Chicago Town mentioned: “This new data proves we’re a nation of pizza lovers who just can’t stop thinking about pizza. Thankfully, when the urge strikes, our range of pizzas with their light doughy crusts, tasty toppings and oven-bubbling deliciousness, available straight from the freezer, means the UK can go to town and feed their urge because after all, when you crave a pizza, only Chicago Town will do.”

To assist Brits discover their very own Urge o’clock, Chicago Town has launched an internet calculator and competitors that can give three fortunate winners the prospect to obtain a 12 months’s provide of pizza for when the urge hits.

Simply enter by answering 4 easy questions right here and uncover your Urge o’clock