Dr Lewis questioned 500 Somerfield shoppers and found that 71% of them believed that supermarket purchases offer a window to the soul. He added ominously:
"Your trolley speaks volumes about your true personality and never lies".

According to his survey, someone who buys a jar of cocktail cherries, for example, is saying: "I am rather shallow and pretentious".

Loading up your trolley with tropical fruits means: "I am exotic and passionate".

So far so good. But with some of his other conclusions Dr Lewis appears to be on shakier ground.

Percolated coffee, according to his subjects, sends out the message:
"I am decisive and like to be in control".

And taking home a bunch of bananas proclaims
"Life is hectic but I love it".