It has twice the calories as sugar and it's in all kinds of forms and it's deceptive to the brain. We have 10,000 taste buds and they're all wired for the sweet taste and it goes directly, fast, into your brain. We spoke to him from his desk at The New York Times.Īre we hardwired to love sugar, salt, fat? Moss looks at how chips and their processed cohort came to be complicit in North America's battles with obesity, diabetes and heart disease – by tapping into cravings we didn't know we had. What he learned was that, thanks to what he calls the "unholy trinity" of salt, fat and, yes, sugar, researchers have found that chips are the single biggest contributor to weight gain over time, more than any other food. "I know enough to limit myself, but just listening to these scientists talk about their formulations caused me to drool," he says. While he was working on Salt Sugar Fat: How the Food Giants Hooked Us, he frequently indulged in his favourite: the mighty potato chip. Moss is quick to admit he's no food saint. In a chilling new exposé of the science and marketing behind the biggest North American food brands, the Pulitzer-Prize-winning author Michael Moss unveils exactly how products are engineered to have just the right levels of sugar, salt and fat to be downright addictive. But put us in front of a gooey bowl of Kraft dinner or open a bag of Frito-Lays, and some kind of Pavlovian impulse takes over. Most of us like to pretend we give the junk food aisles of the grocery store a wide berth.
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