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The ultimate craving - How industry designs food to be as addictive as narcotics (and keeps us coming back for more)

Wednesday, May 27, 2015 11:41

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It’s not surprising that processed foods are designed to foster addictive behavior — robbing us of our health, serenity and hard-earned cash. Sugar, fat, salt and artificial flavors are manipulated in such a way that after one taste, consumers just cannot help themselves and a vicious cycle begins. Not only ingredients, but texture, shape and ‘mouth feel’ are all heavily researched and refined to create a highly pleasurable experience as well. Even though the average American does not view junk food as an addiction, researchers have discovered unhealthy food can actually seize the brain in the same way nicotine, cocaine and other drugs do — leaving us at the mercy of cravings and binges.

Processed food – The devil is in the details

Picture for a moment two pieces of chocolate. Both have identical ingredients and are processed in the same manner except for one crucial difference: shape. One is square and the other round. The commercial food industry is betting the latter will be the chocolate of choice — hooking more repeat customers while selling a higher volume. Incredibly, the size and shape of chocolate is big business. For three years, Nestle studied the “detection mechanisms in the oral cavity” and “improving melt-in-mouth quality while simultaneously reserving enough space in the mouth for the aroma to enrich the sensorial experience,” according to their press release. In a nutshell, the round shape will bring greater pleasure and higher consumption rates while increasing corporate profits. And Nestle is just one instance. In the highly competitive field of processed and fast food, neuroscience has entered the scene to help create the most addictive, lucrative and sought-after junk food.

Consider “sensory-specific satiety.” Industry developers label this holy grail the ‘bliss point.’ The idea is where a food does does not completely satisfy, but is pleasurable enough to induce cravings. Michael Moss explains in the New York Times article, “The Extraordinary Science of Addictive Junk Food:”

“The biggest hits – be they Coca-Cola or Doritos – owe their success to complex formulas that pique the taste buds enough to be alluring but don’t have a distinct, overriding single flavor that tells the brain to stop eating.”

Interestingly, nicotine and narcotic addictions hijack the brain in a similar fashion. Continue >>

About the Author

Carolanne believes if we want to see change in the world, we need to be the change. As a nutritionist, natural foods chef and wellness coach, she has encouraged others to embrace a healthy lifestyle of green living for over 13 years. Through ThriveLiving she looks forward to connecting with other like-minded people who share a similar vision.

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Total 2 comments

truthlovingsoul

lays plain chips!
i don’t even like plain chips but there is something in these that keeps me wanting more!

May 27, 2015, 11:44 am 1 Reply
Carolanne Wright

Funny how that works, eh? =)

May 27, 2015, 1:07 pm 0 Reply

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