Strong cravings for particular foods can lead to overeating and be a large obstacle to weight loss.

Have you ever found yourself craving a second helping of dessert after a filling dinner, or finishing a sharing-size bag of crisps or chocolate? It can be incredibly hard with some foods to know when to say stop.

What is it that makes certain foods seemingly irresistible? What keeps us coming back for more, even when we know we’re full? What makes us overeat foods we know are bad for us?

Isn’t it down to willpower?

We often beat ourselves up for giving in to our food cravings, but it’s no accident that these foods are so hard to resist. The food industry engineer foods to taste the best they possibly can with the goal of overriding our internal ‘stop’ signals and encouraging us to buy more.

So what’s the winning formula? If there’s one man to thank (or curse) for figuring out what makes us reach for another slice, it’s Howard Moskowitz, an American market researcher known for creating addictive flavour combinations that fly off the shelves.

The story of how food giants refuse to listen to concerns about obesity, and how certain foods have been engineered by individuals like Moskowitz to evoke maximum pleasure, is set out in this New York Times article.

Key points:

  • Resisting particular food cravings isn't due to a lack of willpower
  • Some foods are specially engineered to target the pleasure receptors in the brain

How are some foods engineered to be ‘just right’

Ever noticed that no matter how full you feel after a meal, you can always make room for dessert? This is most likely down to a psychological phenomenon called ‘sensory-specific satiety’.

As we consume more of a particular flavour, our taste buds slowly get more and more tired of it, and we stop eating that food. When presented with a new flavour, we get more reward from it, and so we continue eating. We can see this concept in action at an all-you-eat buffet; we’re likely to eat more because there's a variety of flavours to keep our taste buds interested!

However, our taste system can be tricked when salt, fat, and sugar are carefully combined in expertly measured amounts to be ‘just right’. At this point, we keep coming back for more, even when our bodies are trying to tell us to stop because we keep experiencing pleasure.

Moskowitz coined this as the ‘bliss point’ – the exact measures of fat, sugar, and salt that make our taste buds tingle and override the brain’s natural ‘stop’ signals. This bliss point plays a significant role in why we crave certain addictive foods, such as ice cream and crisps. Even in the most strong-willed individuals, these cravings can seem impossible to resist.

Key points:

  • The more we eat one type of food the less rewarding we find the taste
  • Foods that hit the bliss point override the brain’s natural ‘stop’ signal and keep providing us with pleasure
  • This leads to us wanting more and more of that enticing food

The science behind the bliss point

So what’s going on when we consume foods engineered like this? Why can’t we get enough?

Our bodies respond to foods that hit the bliss point by triggering reward pathways in our brain and encouraging dopamine signalling. Dopamine is a neurotransmitter (chemical messenger) in the brain that is involved with feelings of euphoria, bliss, motivation, and pleasure.

The result of this is a feeling of pleasure, that acts like a high, and we keep on coming back for more. 

In a TED talk on the topic, psychiatrist Judson Brewer points out that this cycle is built upon context-dependent memory. Our brain remembers what actions make us feel good, such as eating chocolate. Then when we feel bad for whatever reason, our brain says ‘eating chocolate might help’, and we're driven to eat chocolate. After we repeat this process enough, it becomes an automatic habit.

A study demonstrated that when rats eat sugars and fats separately, their brains send them messages to stop when they’re full. However, when they’re combined in a deliciously decadent duo, their pleasure receptors went into overdrive, overpowering that internal stop switch. On top of this, the more bliss-point foods the rats consumed, the more they had to eat to get that same pleasure hit next time.

Research has shown that sugar encourages the same addictive behaviour as some drugs, overriding our ability to realise when we’re full. So it’s no wonder that only eating one biscuit is challenging when sugar is combined with salt and fat to reach the bliss point.

Key points:

  • Our bodies respond to foods that hit the bliss point by triggering reward pathways in our brain and encouraging dopamine signalling
  • Our brain remembers what foods make us feel good and triggers a craving for these foods when we feel bad
  • There is nothing wrong with enjoying food, but binging as a result of craving, for any reason, is usually down to the bliss point

What foods are the main culprits?

You might be surprised about which foods are the culprits. Some obvious bliss-point items include:

  • Cakes
  • Biscuits
  • Doughnuts
  • Ice cream
  • Crisps
  • Muffins
  • Chocolate
  • Sweets

However, it’s more than just the obvious foods. Next time you pick up a jar of tomato sauce at the supermarket, stop to take a look at the ingredients and see just how much sugar and salt are hidden inside. Less obvious bliss-point foods include:

  • Sauces
  • Dressings
  • Dips
  • Soups
  • Bread
  • Cereal bars

Surprisingly, all these products can contain that longed-for trio of salt, sugar, and fat that keeps us coming back for more.

Key points:

  • Avoiding the obvious foods, like cakes and biscuits, can help to reduce your future cravings for these foods
  • Surprisingly, many unexpected foods have also been engineered to leave you wanting more

Top tips to reduce food cravings

1) Break the habit

In the TED talk mentioned above, Judson Brewer explains that the best way to break a habit, is to become aware of what's happening in your mind and body when we crave a particular food.

Rather than trying to ignore your cravings, try getting curious and recognising how you feel when you crave or eat a particular food. Understanding what happens when we eat these food helps us to step back and become less interested in this habit.

Next time you have a craving for some a certain food, getting curious about what’s happening (‘am I feeling sad, stressed, or hungry?’) will help you let the craving go. Then, repeating this process enough will help you break the habit of feeling compelled to eat from cravings. Consider finding other avenues for emotional release if you notice that you crave foods when you're stressed or sad. Walking, music, or writing in a journal can all be great stress busters.

2) Eat food mindfully

Mindful eating can help us break habits while still enjoying our favourite foods occasionally. This involves focusing solely on the taste and texture of the food you're eating and any sensations you feel in that present moment.

Occasionally consuming our favourite foods is all part of living a balanced lifestyle. The key is to eat it free from distractions (e.g. not in front of the tv or at your desk at work) and enjoy it so that you feel satisfied without overeating. Eating mindfully can help us tune into our internal hunger signals and prevent them from being overridden.

3) Build balanced meals

Building balanced meals can help us feel satisfied and reduce the risk of cravings between meals. Opt for:

  • Fresh vegetables, (e.g. spinach and peppers).
  • Unprocessed meat and fish (e.g. chicken or salmon).
  • Wholegrain carb options (e.g. brown rice or rye bread).

Here is an example 7-day diet plan that is satisfying and focuses on balanced, healthy meals.

4) Be aware of bliss-point foods

Try to be aware of unexpected foods that we use every day (e.g. tomato sauce) which has also been engineered to have a bliss-point. Real food doesn’t need fussy engineering and fancy packaging to taste great. Try experimenting with making your food to replace shop bought ones with added sugars and salts.

For instance, you can easily make your tomato sauce using chopped tinned tomatoes, herbs, and garlic. Eating real food will not override hunger signals, nor overstimulate brain-reward systems, and still tastes delicious.

5) Sleep

Sleep is often overlooked when we discuss food cravings. However, research has demonstrated that the more sleep deprived we are, the more hungry we feel. On top of this, when we're tired, we're much more likely to crave and eat energy dense, sugar, and fat filled foods as opposed to healthy snacks. Getting 8-9 hours of sleep, compared to 6-7 hours, can massively reduce the risk of food cravings.

Key points:

  • Being curious and mindful of what happens when we crave certain foods, and how we feel when we eat it, can help us break the habit of craving
  • Recognising bliss-point foods and building balanced meals can reduce the number of cravings we have 
  • A lack of sleep increases our hunger levels and influences our food choices

Take home message

  • Binging as a result of certain food cravings isn't down to willpower
  • The food industry has invested a lot of money to find the perfect combination of salt, fat, and sugar that maximises pleasure
  • This bliss point works by triggering reward pathways in our brain and encouraging dopamine (pleasure hormone) signalling
  • Our brain then learns that these foods make us feel good, and we then crave them when we feel bad
  • Obvious foods, such as chocolate and cakes, have been engineered to reach the bliss-point when we eat them
  • Less obvious foods, such as tomato sauces and bread, have also undergone similar processing sometimes!
  • Being curious and mindful of how you feel when you eat particular foods can help to break the habit
  • Eating balanced meals and sleeping well can massively reduce our food cravings. 
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