Betcha can’t eat just one: Addiction to ultraprocessed foods is real and increasing
The Science of Craving
Betcha can t eat just one – Why do some foods feel impossible to resist? Is it the way they melt in your mouth, the combination of salt and sugar, or the abundance of fat that makes them so satisfying? While these elements certainly play a role, the growing evidence suggests that ultraprocessed foods (UPFs) are triggering cravings with a potency rivaling that of cigarettes or alcohol. A recent study highlights how UPFs, which now occupy up to 70% of grocery store shelves, are increasingly becoming the subject of clinical addiction diagnoses. This shift in perspective challenges traditional notions of willpower, framing overeating as a biological response rather than a personal failing.
“Grandma doesn’t have access to proprietary sensory scientists that create a burst of flavors that fade, leaving you wanting more,” said Ashley Gearhardt, a professor of psychology at the University of Michigan in Ann Arbor. Gearhardt, who developed the Yale Food Addiction Scale, explains that modern food manufacturers are engineering products to deliver an “intense, hedonic, addictive punch” through precise balances of added sugars, refined carbohydrates, salt, fats, and artificial flavorings.
What Makes a Food Addictive?
Ultraprocessed foods are designed to maximize pleasure and minimize satiety, according to Gearhardt. These products have a unique nutritional profile that aligns with the brain’s reward system. For instance, sodium is essential for nerve function and muscle activity, while carbohydrates and fats serve as critical energy sources. The human brain, which is composed of nearly 60% fat, relies on these nutrients for survival, a trait rooted in our evolutionary past. However, the way UPFs deliver these elements is far more potent than natural sources.
Consider the example of a single cookie. Grandma’s traditional recipe might include butter, oats, and chocolate, but modern versions are optimized with emulsifiers, texturizers, and concentrated flavors to create a more immediate and intense satisfaction. This engineering process mimics the effects of drugs like heroin or fentanyl, as Evan Forman, the Ellen M. & Dale W. Garber Professor of Family & Community Medicine at Thomas Jefferson University, notes. “We don’t say people should just resist heroin,” Forman argues. “Similarly, the food industry isn’t just offering a choice—it’s exploiting a biological mechanism that’s been refined over millennia.”
“Instead of regulating our food, we’re pathologizing people, calling overeating a disease, and then prescribing them medication,” Forman said. He emphasizes that the current food environment is saturated with hyperpalatable items that are easily accessible, instantly available, and engineered to overstimulate the brain’s reward pathways. This has led to a paradox: while our bodies evolved to seek out nutrients, the modern world now floods us with foods that deliver them in excessive, addictive doses.
A Growing Epidemic of Food Addiction
According to the Yale Food Addiction Scale, 14% of older adults in the United States and 21% of women aged 50 to 64 are now classified as clinically addicted to ultraprocessed foods. These numbers are projected to rise as the availability of such products continues to expand. Globally, 12% of children are similarly affected, a statistic that has influenced policy changes like California’s recent law aiming to eliminate the most harmful UPFs from school meals by 2035.
Forman points to the rise of GLP-1 medications—used to treat obesity—as evidence of the severity of the issue. “These drugs target the same pathways that UPFs activate,” he explained. “It’s not just about choosing healthier options; it’s about reengineering our relationship with food to align with the demands of a world where nutrition is overshadowed by convenience and taste.” The addiction to UPFs, he argues, is not a matter of personal discipline but a systemic challenge rooted in how food is produced and marketed.
Understanding the Addictive Formula
Researchers are now focusing on identifying the specific ingredients that make certain UPFs more addictive than others. Gearhardt’s team conducted a study involving 1,600 American adults, asking them to evaluate the addictive qualities of various foods. The results revealed a clear pattern: the most addictive products were those that combined refined carbohydrates and fats in high concentrations, such as cookies, cakes, and fast-food items like chicken tenders. These foods, Gearhardt notes, are engineered to deliver a “nutritional signature” that satisfies the brain’s primal hunger for energy and pleasure.
Yet, the question remains: why do some UPFs trigger addiction while others do not? The answer lies in the synergy of their components. For instance, the combination of salt and sugar enhances flavor perception, while fats provide a creamy texture that signals richness and reward. These elements are layered with artificial additives to prolong the sensory experience and delay the onset of satiety. As a result, the brain keeps seeking more, creating a cycle that’s difficult to break without intervention.
“People come in with their favorite villain: ‘I think it’s fat.’ ‘I think it’s sodium.’ ‘I think it’s carbs,’ or whatever,” Gearhardt said. “But the truth is, it’s the combination of these elements that matters. If you take away one component, the effect diminishes. However, when they’re all present in excess, the addictive potential becomes overwhelming.”
Reevaluating the Role of Willpower
The growing recognition of food addiction has forced a reevaluation of how society views overeating. While self-control is still important, the evidence suggests that it’s not the only factor. Forman argues that the modern food environment is inherently designed to encourage overconsumption. “We’re surrounded by products that are hyperpalatable, hyperavailable, and hyperprocessed,” he said. “It’s not that people lack willpower—it’s that they’re constantly being pulled by stimuli that are engineered to override natural hunger signals.”
This perspective shifts the blame from individuals to the systems that shape their choices. The convenience of vending machines, fast-food chains, and online delivery services means that the most addictive foods are never far away. For example, a child might reach for a bag of chips instead of a fruit, not because they’re lazy, but because the chips are designed to be more immediately rewarding. Similarly, adults might find themselves reaching for a sugary snack at 2 a.m., not out of indulgence, but as a response to a biological need that’s been amplified by processed ingredients.
Towards a Healthier Future
As the evidence mounts, experts are calling for a more nuanced approach to addressing food addiction. Gearhardt and Forman both stress that understanding the addictive nature of UPFs is the first step in combating their impact. “We need to recognize that these foods are not just unhealthy—they’re engineered to be addictive,” Gearhardt said. “That means we have to rethink how they’re regulated and how they’re marketed.”
Forman’s work highlights the urgent need for policy changes that limit access to the most harmful UPFs, particularly in schools and public spaces. “If we’re going to treat this as a disease, we should also take steps to remove the triggers,” he argued. “This isn’t just about individual choices—it’s about creating an environment that supports long-term health.” The challenge now is to balance the convenience of ultraprocessed foods with the need for dietary variety and nutritional integrity. As the science evolves, so too must our understanding of how food shapes behavior and health.
