Costa

View all press releases

Taste is based on birthplace

British 'Taste Dialects' identified for the first time

Research released today of 13,000 people by Costa Coffee proves that where we are born not only determines how we speak but how we taste food and drink.

Taste preferences of the UK's major regions have been analysed by top food psychologist Greg Tucker with input from Andy Taylor, Professor of Flavour Technology from the University of Nottingham and advisor to Heston Blumenthal. The research was commissioned by Costa following the results of a successful taste test challenge earlier this year that proved 7 out of 10 Brits prefer Costa's cappuccino over Starbucks and Caffè Nero.*

The research has proved that each region in the UK has its own unique Taste Dialect of flavours and textures forged by local culture, geography and environment. Each region's taste dialect was also found to impact a different section of the tongue itself. For example, Scots specifically seek rich, creamy flavours that impact the back of the tongue, whereas people from the North East prefer tastes which impact the tip of the tongue.

Download PDF of full press release

Download tongue mapping report (PDF)

Download the high resolution image

Contact the Press Office