Ultra‑processed snack foods trigger addictive brain response, study finds

Scientists describe a class of ultra‑processed snacks as “hyper‑appetible”, meaning their precise blend of fats, refined carbohydrates and sodium overwhelms the brain's reward system. The combination, often referred to as the “Bliss Point”, maximises pleasure by stimulating dopamine release, temporarily suppressing satiety hormones such as leptin and creating a strong urge for another bite before the first is even swallowed.

The research notes that texture—especially the crisp “crunch” of chips—acts as an auditory cue signalling freshness and energising the consumer further. These engineered foods bypass the brain's normal sensory‑specific satiety, leading people to over‑consume items like industrial potato chips, chocolate, pizza, and packaged biscuits.

While the foods are not classified as true addictions, the pattern of brain activity closely mirrors addictive behaviour, raising concerns about their role in excessive calorie intake and related health issues.