This is the time of day when cravings hit us the hardest

Self-control is tested when the clock hits 4pm for the average Brit as this is when our food urges spike, according to a new study.

Pizza is one of the ultimate dishes that makes our mouths water and is one of the hardest to get out of our minds. These cravings can be trigged when we spot pictures of food, can smell something tasty cooking, or even hear other people talk about their hunger pangs.

Seven out of 10 Brits (71 per cent) think about pizza daily, and we love it so much as a nation that over a third of Brits (38 per cent) make sure they have it at least once a week.

Friday and Saturday are the top days where people give in and grab a slice, but Wednesday follows closely, with pizza getting Brits through the week. When it comes to satisfying the urge for pizza, interestingly, more people are opting for home-cooked / made (46%) vs choosing takeout (38%).

Consultant psychologist Honey Langcaster-James suggests that hunger pangs are thanks to our brains signalling that it's the 'normal' time of day or even place to grab food.

"Our appetite for food is really quite interesting from a psychological point of view and external cues that often lead to hunger include images of food, enticing smells, and even locations that you might associate with a particular food. The time of day can also make you feel hungry because it has become part of your routine, so your brain learns to expect you to eat at a particular point in time,' Langcaster-James said.

She continued: "With some foods, like pizza, there is often a social element and a wider psychological benefit, too. Because pizza is often split up and shared among people you're with, this can provide you with a kind of bonding experience, and lead to a feeling of togetherness with those you care about."

Rachel Bradshaw, Marketing Manager at Chicago Town said: "This new data proves we're a nation of pizza lovers who just can't stop thinking about pizza. Thankfully, when the urge strikes, our range of pizzas with their light doughy crusts, tasty toppings and oven-bubbling deliciousness, available straight from the freezer, means the UK can go to town and feed their urge because after all, when you crave a pizza, only Chicago Town will do."

To help Brits find their own Urge o'clock, Chicago Town has launched an online calculator and competition that will give three lucky winners the chance to receive a year's supply of pizza for when the urge hits.

Simply enter by answering four simple questions and uncover your Urge o'clock