A potato chip crunches, the salty flavor mixes with the sweetness of the soda, and the brain asks for more. It’s not a coincidence. What seems like a simple craving is actually a programmed reaction: a dopamine rush as powerful as that caused by some drugs. More and more scientists argue that certain foods are hooking us.
A new approach? For a long time, obesity and eating disorders were seen as simple matters of will. However, advances in neuroscience are changing that perception.
Psychiatrist Claire Wilcox explains thatlittle by little, scientists agree on something surprising: some foods activate the brain almost the same as drugs like nicotine or alcohol. “Eating certain products—cookies, soft drinks, industrial pastries— activates the brain’s reward centersgenerating a feeling of immediate well-being. And the more we repeat that stimulus, the more we need it,” he details. The problem is that, unlike tobacco or alcohol, we cannot stop eating.
What happens in our head? addictions They share three brain systems clue:
- The reward system, which releases dopamine when something gives us pleasure.
- The stress response system, involved in tolerance and withdrawal.
- The executive control system, which regulates impulses and helps make rational decisions.
When we eat very tasty foods, the brain releases dopamine into the reward network. Learn to associate that flavor with a pleasant sensation and seek to repeat it. Over time, the circuit is “rewired”: more is needed to feel the same effect, and rational control decreases. Wilcox explains it like this: “Over time, damage to areas of executive control becomes more difficult to resist cravings, just as it is with drugs.”
The science behind the debate. In recent years, research into food addiction has exploded. An article from Nature Medicinewhich analyzed almost 300 studies in 36 countries, concluded that ultra-processed foods can “hijack” the brain’s reward systems. The result: cravings, loss of control, and persistent consumption, even when there are negative consequences.
Neuroscientist Mark S. Gold and psychologist Ashley Gearhardt, from the University of Michigan, they go further: “We don’t get addicted to apples, but to products designed to hit the brain like a drug.”
However, medical consensus has not yet arrived. Neither the WHO nor the American Psychiatric Association recognizes food addiction as an official diagnosis. “Eating is a physiological need —remembers teacher Elisa Rodríguez Ortega—and the boundaries between addiction, bulimia or binge eating remain unclear.
In the center of the bullseye. For years, sugar was identified as the great villain of the modern diet. Today, studies point to a more complex scenario: it is not just sugar, but the combination of ingredients, textures and additives in ultra-processed foods. which can make them addictive.
These products—industrial blends of fats, salt, sugars, and flavor enhancers—are designed to generate immediate pleasure and encourage repeated intake. According to the Nature reviewthis “hyperpalatable” composition activates the reward system more intensely than natural foods, which would explain why it is so difficult to stop after the first bite.
For its part, sugar continues to play a key role. Research, cited in JAMA Internal Medicineshow that an excess of added sugars not only increases the risk of cardiovascular diseases, but also alters the dopaminergic response, reinforcing dependence mechanisms.
Qero nor we are all equally prone. Psychologist Michelle S. Hunt, a specialist in food addictions, details that there is a combination of genetic, emotional and environmental factors. “Foods rich in carbohydrates, fats or sugars activate the same areas of the brain as drugs or alcohol. Over time, the brain adjusts its receptors and requires higher doses to feel the same well-being,” he points out.
Stress, anxiety and early exposure to ultra-processed foods are other triggers: the brain learns from a young age to associate pleasure with highly tasty products. “People who use food to deal with discomfort are the most vulnerable,” Hunt warns.
The border with other types of disorders. Distinguishing food addiction from other eating disorders is not an easy task. According to the Eating Disorder Hope portalin both cases similar signs appear: loss of control, guilt, anxiety and, often, social isolation.
a study published in Nature observed that people with bulimia or binge eating episodes present similar changes in the areas of the brain that regulate dopamine. That suggests there could be a common neurobiological basis. Dr. Mark S. Gold sums it up clearly: “Obesity and binge eating are not just behavioral problems; they also share brain mechanisms with other addictions.” For this reason, current treatments combine cognitive-behavioral therapy with cessation programs and emotional support.
Reeducation with food. Unlike drugs, total abstinence is not possible: we all need to eat. For this reason, current treatments seek to reeducate the emotional relationship with food. Psychiatrist Kim Dennis runs a clinic where it combines models of addiction and eating disorders: patients learn not to restrict calories extremely – to avoid the rebound effect – but to identify the so-called “trigger” foods, those that unleash uncontrollable cravings.
In parallel, drugs are also opening new avenues. Dr. Gold highlights the use of medications such as naltrexone and bupropion, or the newer GLP-1 (such as Ozempic or Mounjaro), which interrupt the link between pleasure and consumption, reducing both food intake and the desire for addictive substances.
The final question. Although science has not yet settled the debate, the evidence is increasingly clear: some foods not only nourish or make you fat, they also shape the brain and habits in a profound way. Each bite leaves a mark on the pleasure circuits and the way we learn to eat.
It is not about demonizing food or denying pleasure, but about accepting that eating today is an act conditioned by factors that go far beyond appetite. In a world where every flavor is optimized for hooking, true willpower may lie in knowing how to stop before the next bite.
Image | Unsplash
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