Move over elevenses! Research has unveiled that the primetime for snacking is at 15.48pm

Brits have revealed that no longer is elevenses the favourite time to snack – it’s midway through the afternoon. 15.48 pm to be precise.

Researchers polled 2,000 adults and found 15:48pm is the time we prefer to enjoy a little treat with voracious Brits looking for their next fix ahead of dinner time.

However, nearly four in 10 end up sticking to the same old snacks simply because they’re there.

There was also a divide when it came to preferred treat, with 43 per cent enjoying savoury and 42 per cent preferring sweet options

Taste Psychologist Greg Tucker, speaking on behalf of Peperami, who commissioned the research, said: “Snacking is about shifting the mood, it should be a ‘Me – moment of pleasure’, an ‘Escape from the dull’.

“When lunch is a repetitive drudge then consumers who often anticipate lunch as a break that delivers a boost, will soon switch to a snack that covers the missing emotions, often shortly afterward. That is why we see post lunch snacking going up and elevenses become a thing of the past.

“Great snacks are dynamic little fun factories – intense nuggets of enjoyment. If they become bland and every day, then they have lost their essential advantage. People can often feel disheartened looking into the fridge for long period of time when they’re hunting for a delicious snack.

“However, to really get the snacking vibe, consumers need a genuine interruption that shifts the psyche – intrusive, dynamic and something that is a trigger of joy”.

A further study also revealed those who most likely snack in the afternoon do so to keep them going until dinner time, while 47 per cent believe it to be the most likely time to need a boost.

Old classics like the kitchen cupboard and the fridge are the usual haunts to search for a snack, while more than a quarter even have a secret snack box they trawl through.

Amusingly, Brits will be stationed in front of the fridge on their hunt for a treat for more than three minutes.

Despite their hunt, 37 per cent admit they know there’s nothing delicious waiting for them and they have to make do with a ‘boring’ snack.

And 53 per cent thought ‘elevenses’ was an old fashioned thing to do according to the research.

Of the ‘boring’ snacks on offer, adults usually make do with crisps, toast or a banana – while rich tea and digestive biscuits end up an underwhelming choice according to the poll.

And adults look more in hope than expectation around the house for a hunger quenching snack.

One in five searches each week will end fruitless due to cupboards and fridges not being stocked – with 36 per cent left stressed and anxious when there’s a lack of options on offer.

While more than half of Brits admit to lacking ‘snackspiration’ regularly – with 37 per cent admitting to getting jealous over other people’s munch.

Pavan Chandra, Head of Peperami Marketing, added: “Clearly, everyone loves a snack – however, what they end up eating is seemingly a little underwhelming.

“And it sounds as though people are putting in the work to find a delicious treat, but have lacked the inspiration to furnish themselves with some delectable delights in the cupboards and fridge.

“Next time you’re looking for a tasty snack to stock-up on in your fridge, do yourself a favour and treat yourself to real flavour by picking up a Peperami.”

Peperami is letting you live out a snacking dream, coming to the rescue of hungry Brits everywhere, with the ultimate walk-in fridge – with a difference.

The brand is launching a pop-up ice bar, the ‘coolest’ new hangout in town, which will be open to chicken fans and hungry snackers alike.

To celebrate the nation’s love of afternoon snacking, Peperami’s pop-up ice bar will fling open its doors at exactly 15:48pm to visitors from Thursday 9th until Saturday 11th September, 46 Great Titchfield Street, London.

At every corner of the venue, Peperami will be giving away packets of its Pep’d Up and Smokin’ Chicken Bites, a tasty snack made with 100% chicken breast that’s certainly worth raiding the fridge for.

To book your slot at the ice bar today, please visit https://www.eventbrite.co.uk/e/peperami-ice-bar-event-tickets-168732560631