Morrisons has the cheeriest self-checkout voice in the UK

Does using the self-service checkout machine in your local supermarket evoke feelings of elation and joy? No? That's probably because you're yet to use the Morrisons Christmassy self checkout machines, voiced by "Festive Fred", the cheeriest voice in the UK.

The retailer worked with a leading voice scientist to develop the voice of Festive Fred, who has elements of Brian Blessed, Terry Wogan, Miranda Hart and Keith Chegwin's speech, apparently. Fred is intended to put a smile on the face of busy shoppers stocking up on mince pies and Celebrations during the festive period.

Hear the two new greetings below:

Expert sound engineer Shannon Harris conducted a series of experiments to find out which kind of voices British shoppers loved the most, and put together a scientific formula for the cheeriest voice of all.

The formula for a cheery voice is: ([164Wpm x 0.48Pbs]Fi)+I(AP+PV+IV)

Key:
Wpm = Words per minute
Pbs = Pauses between sentences
Fi = Falling Intonation
AP = Average Pitch Increase
PV = Pitch Variation
IV = Intonational Variation
I = Increase

Festive Fred is currently being played by voiceover artist Ben Whitehead, whose voice has all the qualities of the Cheeriest Voice formula when delivering the self-service till prompts. You'll be able to hear Fred saying things like "have yourself a very merry Christmas from Morrisons" and "Don't get your tinsel in a tangle, help is on its way" in stores.

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The subtle manipulation starts as soon as you enter the store when you are assailed by the smell of flowers and fresh bread, which are often placed near the door. The smell is intended to put you in a good mood and to get your salivary glands working. You are also more likely to pick up these higher-ticket items when your cart is empty.

Similarly, fresh produce like fruit and vegetables (one of the most profitable sections at the supermarket) is also usually at the front because the bright colours are more likely to lift your mood than bland cartons and cans. Mist is sometimes sprayed on the fruit and veg to make them look fresh but can actually make them rot faster.