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James Randolph
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James Randolph   My Press Releases

Why Can't I Get Enough???

Published on 6/13/2016
For additional information  Click Here

Why can't I get enough of those chips?

There's a couple brands of chips I sometimes buy and was baffled that the more I ate of them the more I wanted. I could eat bag after bag without ceasing.


Not good I thought so I decided to do some research...

I consulted several sources and found them to report the same findings with only minor variations.


I had known for some time that some food companies engineer food flavors to entice the palate and stimulate our desire for a particular food product, but in my research I found something much more interesting and intriguing.


Some food companies used chemicals to trick the brain. When it comes to food, the brain likes variety. When you eat the same food over and over, the sensory receptors of the brain are dulled and we desire less of that food.


Junk foods, including the chips, are designed to avoid this sensory specific response. They provide enough taste to be interesting (your brain doesn't get tired of eating them), but its not so stimulating that the sensory response is dulled. This is why you can eat an entire bag of chips and be ready for another. To the brain, the cruch and sensation of eating the chips are novel and interesting every time.


What Can We Do?

      We can utilize the "5 Ingredient Rule"

       * If the chips have more than five ingredients...AVOID


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