New experiment from neuroscientists reveals Brits top comfort food, Heinz Cream of Tomato Soup, is as comforting as a warm embrace.

Heinz Soup has long been hailed as a source of comfort for Brits, but this time, science has stepped in to see if it truly lives up to the claim.

Using advanced neuroscience technology, 50 participants were fitted to EEG devices to track their brain’s emotional reactions to various comforting activities, foods, and rituals*. From warm baths and cosy blankets to real-life soup and hugs, the study uncovered what truly soothes the soul.**

The study found that Heinz Cream of Tomato Soup sparked the same comforting brain wave response as a hug. In fact, it surpassed other classic comforts, such as a soothing bath after a long day, binge-watching your favourite show, or enjoying a hot cup of tea or coffee. And when it comes to injecting a little comfort, who better to do it than TV and radio presenter, and all round hug-lover, Sam Thompson.

*The scientific study took place by Walnut Unlimited in October 2024 and was commissioned by Kraft Heinz. Further details on the full methodology and results can be shared on request.

**The research of 2,000 UK adults was undertaken by Opinium in October 2024 and commissioned by Kraft Heinz.