Shoppers who hated Marmite were hypnotised into liking the spread in a mind-bending taste test experiment.
Ten people from across the UK were brought to a London location and hypnotised by author and trained hypnotherapist Rory Z Fulcher.
By the end of the experiment, eight out of the 10 people had changed their opinion on the divisive spread.
Ten people from across the UK were brought to a London location and hypnotised by author and trained hypnotherapist Rory Z Fulcher. Pictured, Edd Edmondson, 40, from London, left, and Helen Giles (right), 22, from London, who both changed their minds on Marmite
At the start of the session, all 10 tasters explained their reasons for signing up.
Edd Edmondson, 40, from London, said he wanted to have an alternative to ‘sugary spreads’, while Andy Bushman, 41 from Bedford, wanted to be able to enjoy Marmite with his son, who is a fan.
All 10 had a strong dislike for Marmite, with one saying it is the ‘worst thing they have ever tasted’.
The majority of testers went from hating Marmite, pictured, to loving it
Each member of the group was shown a 15-minute video that has been specifically created by Rory to change taste perceptions.
The hypnotherapist claims it is so powerful that it must be watched under supervision and cannot be released to the public.
Participants were then presented with crumpets spread with Marmite and butter and asked to deliver their verdict.
Eight of the 10 changed their minds immediately, while Mr Edmondson has subsequently come to love the spread.
In a follow up video, filmed at home, Mr Edmondson said: ‘I watched the Marmite Mind Control video and it didn’t work – I still hated Marmite.
‘Since then, I’ve started smelling Marmite quite vividly. Yesterday, I tried a bit of Marmite on my finger, and it’s actually not that bad at all.’
The experiment was conducted and overseen by professional hypnotist, hypnotherapy trainer and best-selling author, Rory Z Fulcher (left)
Each member of the group (three pictured) was shown a 15-minute video that has been specifically created by Rory to change taste perceptions. The hypnotherapist claims it is so powerful that it must be watched under supervision and cannot be released to the public
Speaking exclusively to Femail, Rory Z Fulche said: ‘All of the people who took part in the experiment shared two key characteristics.
‘Firstly, they all absolutely hated Marmite. Secondly, they were all willing to change.
‘Nearly everyone in the world can be hypnotised, however, around 30 per cent of the population are responsive to hypnosis.
Chelsea (left) and Eiran (right) both hated the spread before the experiment, but were converted into loving it
‘The results of the experiment exceeded our expectations with the majority of participants proving to be very responsive to hypnotic suggestion.
‘In the case of Edd, he experienced a delayed reaction to the hypnosis recording, which is not unusual for those that feel particularly strong in their convictions – in this case, his hate for Marmite.
‘Hypnosis is a self-generated state, which means participants have the power to accept the hypnotic suggestions at any point – even hours, days or weeks after the hypnosis takes place.’
Source: Food Recipes and News