Enterogermina invites physicist and Ig Nobel winner to develop a toast that defies Murphy's Law

To develop this, Enterogermina partnered with physicist Robert Matthews, famous for his study proving that toasts tends to land butter-side down—a concept that earned him the Ig Nobel Prize in 1996. To defy the odds, he worked alongside chef Nuño García, who has won 12 Michelin stars in his career. To develop this, Enterogermina partnered with physicistRobert Matthews, famous for his study proving that toasts tends to land butter-side down—a concept that earned him the Ig Nobel Prize in 1996...

London, 28/04/2025 (informazione.news - comunicati stampa - scienza e tecnologia)

To develop this, Enterogermina partnered with physicist Robert Matthews , famous for his study proving that toasts tends to land butter-side down—a concept that earned him the Ig Nobel Prize in 1996. To defy the odds, he worked alongside chef Nuño García, who has won 12 Michelin stars in his career.

With science and experimentation, the team developed a new toast that, according to their tests, lands butter-side around 75% of the time. This changed everything – before, 63% of toasts fall butter-side , as shown in Matthews' earlier research. The experiment is a playful way of turning an age-old complaint into an opportunity to explore science and health.

The campaign goes beyond fun facts. It highlights an important message: while the five-second rule is widely believed, not all foods are created equal when it comes to bacterial absorption.  Some can become contaminated almost instantly. The intestinal microbiota - home of beneficial microorganisms - plays a crucial role in digestion, immune function, and health. Consuming harmful bacteria can disrupt this balance, causing diarrhea, inflammation or more serious complications.

Created by the agency MRM Spain, the campaign includes a  documentary that takes viewers behind the scenes of this unique project. The film explores the scientific research that inspired the idea and features insights from microbiology expert Simon Baines , who discusses the truth behind the five-second rule.

Enterogermina's campaign brings together science, gastronomy, and health awareness in a creative and engaging way—proving that even toasts can challenge the odds. Watch here.

   Transfer of bacteria from surfaces to food: assessment of contact time and surface type. , v. 82, n. 14, p. 4356-4362, 2016. Available in: https://journals.asm.org/doi/10.1128/aem.01838-16. Access on: 2025 March, 28.

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