What an old-school commercial can teach you about food cravings and weight loss
to you
I’m dating myself here, but in the late 80s and early 90s there was an anti-drug commercial that showed an egg sizzling in a frying pan with a guy saying, in a stern voice, “This is your brain on drugs.”
(Fist bump if you remember it! 👊)
Something recently reminded me of it, but in the context of food.
Misuse of illicit drugs can quickly send life into a bad trajectory. Everyone knows that. But do you know that certain foods can trigger reward pathways in your brain in ways similar to illicit drugs?
That’s exactly why food cravings can be such a struggle.
The level of desperation in craving ice cream obviously doesn’t compare to that of a heroin addict entering withdrawal. But that doesn’t mean food cravings aren’t a real problem. They’re every bit of a real problem!
Part of the challenge, for better or worse, is that processed food is big business.
Like any big company, food manufacturers are under a lot of pressure to please investors by increasing revenue year after year. One way they increase revenue is by making their food taste as good as possible so that people eat more of it … and buy more of it.
If you don’t believe me (which is fine – it’s good to be skeptical), ask Google what “bliss point” is.
Actually, I’ll do it for you. Here’s how Google answered when I asked, “What is the influence of bliss point in food manufacturing?”:
“The bliss point, the ideal balance of salt, sugar, and fat in food, significantly influences food manufacturing by driving increased consumer demand and profitability. Food manufacturers use this knowledge to create highly palatable products that stimulate the brain's reward system, making them more likely to be consumed and enjoyed.”
Continuing the theme of old-school commercials, remember the Pringles slogan, “Once you pop, you can’t stop”? Nuff said!
But I’m not here to criticize big business. It is what it is, but it’s important to know what you’re up against. Besides, it’s a privilege that science and technology have given us foods that taste exponentially better than anything in nature. It’s on us, however, to recognize these foods for what they are and use them responsibly.
This requires understanding the risk involved.
Years of chasing cravings induced by hyperpalatable processed foods typically equates to many days of caloric surplus (a.k.a., overeating), which leads to unwanted weight gain and often an accompanying decline in self-image.
Beyond self-image, continued weight gain eventually facilitates a downward spiral of systemic inflammation and impaired metabolic health, significantly increasing the risk of major chronic diseases like diabetes, heart disease, cancer, and dementia.
You reach a point where you feel run down, lose confidence in your health, and start asking yourself, “How did I get here?”
The number of people who get to this point despite thinking they follow a healthy diet is mindblowing.
About three-quarters of Americans are overweight or obese, and more than 90% of Americans have at least one indication of metabolic impairment. Yet, despite this being highly related to nutrition, about three-quarters of Americans think they eat a healthy diet.
That math doesn’t add up, indicating that most people overestimate the quality of their diet.
Coach Kayla and I see it all the time.
It’s music to our ears when clients tell us how much better they feel. But more often than not, that good news is accompanied by an admission of not initially realizing how much room for improvement there was in their diet.
Here’s where I think the disconnect is.
Everyone knows they should limit “junk food” like candy, soda, pastries, etc. The real challenge is the many processed foods that most people think can or should be “healthy” dietary staples. These foods still light up your brain’s reward centers like a piece of candy, making you want more and more.
Cravings for processed foods may not inspire you to lie, cheat, and steal like addiction to a recreational drug might, but their potential to induce addictive behavior is undeniable.
Perhaps processed foods should be called “recreational foods.” It would help put into perspective the need to use them responsibly!
But “processed food” is a vague term. Let’s avoid the rabbit hole of nitpicking the many nuances of what is and isn’t a processed food. Instead, a little common sense can go a long way here.
Chicken and broccoli aren’t going to make you overeat … unless you deep fry them and/or load them with a sauce that makes them hyperpalatable. In contrast, it’s easy to eat pasta until uncomfortably full … and still want more … even if it’s “whole" grain.
Sometimes boring is good. In many ways, our quest to make food as delicious as possible works against us.
But with that said, there’s still plenty of room for variety and satisfaction without chasing an unnecessary recreational food high.
Instead of chasing that high, figure out your favorite flavors among whole foods and open yourself up to being satisfied by them.
You might be surprised by the outcome, and it can literally be life-changing. It will give you a sense of empowerment and freedom, plus you’ll likely lose inches from your waist and feel much better than you have in a loooong time!
I know this because I’ve been living it for 20 years, and Coach Kayla and I have helped many other people live it too. Why not join us?
To using recreational foods responsibly,
Dr. Vin
🆘 Need help losing weight in a health-promoting way that’ll help you feel better than ever? Schedule a free call with Coach Kayla to hear more about our coaching options and whether or not they’d be a good fit for you.