In an effort to combat bread-free and low-carb diets, the Federation of Bakers has recently created the Eau de Toast scent and made the premiere at this year’s London Fashion Week.
The Federation of Bakers is a group that represents the largest baking companies who manufacture and sell many baked breads and other bread-related products. It supplies around 80 percent of the breads in the United Kingdom, totaling over $4 billion dollars annually and approximately 20,000 employees.
The Federation's goal is to combat the idea that bread is bad. With just 80 calories per slice, bread provides (at least) 10 percent of the adult daily intake of protein, fiber, calcium, iron, copper, zinc, and manganese, according to its website. The Federation also cited the Government’s Nutrition Survey, arguing that people who eat the most bread consume the fewest calories, giving an incentive to people who are apprehensive against bread consumption.
The perfume is said to have a caramel-like smell, which lends to the appeal of this scent. The smell or olfactory system is associated with the memory- and emotion-related parts of the brain, also known as the limbic system. A study also found that the smell of fresh bread makes people nice.
One-hundred free samples are open to residents of the United Kingdom, Isle of Man, and Channel Islands.