A primary goal of food science is to create products that are more attractive to consumers. Nearly every food in a bag, box, or jar has been enhanced… - James Clear

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A primary goal of food science is to create products that are more attractive to consumers. Nearly every food in a bag, box, or jar has been enhanced in some way, if only with additional flavoring. Companies spend millions of dollars to discover the most satisfying level of crunch in a potato chip or the perfect amount of fizz in a soda. Entire departments are dedicated to optimizing how a product feels in your mouth — a quality known as orosensation. French fries, for example, are a potent combination — golden brown and crunchy on the outside, light and smooth on the inside. Other processed foods enhance dynamic contrast, which refers to items with a combination of sensations, like crunchy and creamy. Imagine the gooeyness of melted cheese on top of a crispy pizza crust, or the crunch of an Oreo cookie combined with its smooth center. With natural, unprocessed foods, you tend to experience the same sensations over and over — how’s that seventeenth bite of kale taste? After a few minutes, your brain loses interest and you begin to feel full. But foods that are high in dynamic contrast keep the experience novel and interesting, encouraging you to eat more. Ultimately, such strategies enable food scientists to find the “bliss point” for each product — the precise combination of salt, sugar, and fat that excites your brain and keeps you coming back for more. The result, of course, is that you overeat because hyperpalatable foods are more attractive to the human brain. As Stephan Guyenet, a neuroscientist who specializes in eating behavior and obesity, says, “We’ve gotten too good at pushing our own buttons.” The modern food industry, and the overeating habits it has spawned, is just one example of the 2nd Law of Behavior Change: Make it attractive. The more attractive an opportunity is, the more likely it is to become habit-forming.