Why it’s not just you: the science of addiction
Let’s talk about something we often whisper about - feeling “addicted” to certain foods. The late-night snacking. The inability to stop at one biscuit. The creeping sense that you’re not really in control around some foods, no matter how hard you try.
Here’s the truth: you’re not imagining it. And you’re not weak.
Ultra-processed foods (UPFs) are designed to be difficult to resist - and neuroscience confirms it.
What the brain scan shows
Functional MRI studies show that the brain’s reward centres light up more in response to ultra-processed foods than to real foods. The patterns look remarkably similar to what we see in drug addiction.
Dr Chris van Tulleken’s self-experiment on a 30-day UPF diet showed changes in the brain’s dopaminergic system - the part involved in desire, habit, and reward anticipation. Not only did he gain weight and feel worse mentally, but he found himself craving foods he didn’t even enjoy.
It’s not about pleasure. It’s about compulsion.
Why “everything in moderation” doesn’t work
“Moderation” works well when you’re dealing with foods that naturally signal fullness and satisfaction. But UPFs are a different beast.
They’re:
Hyper-palatable (engineered to hit salt–fat–sugar bliss points)
Easy to overeat (soft textures, no chewing, eaten fast)
Devoid of satiety (low in fibre, protein, water and real bulk)
Dr Jen Unwin, whose work focuses on food addiction and recovery, points out that telling someone to moderate their intake of UPFs is a bit like telling a smoker to only have a puff or two.
And here’s the thing: most people don’t overeat home-cooked lentil stew or boiled eggs. But try stopping halfway through a packet of crisps or a tub of ice cream - it’s much harder, and the design is partly to blame.
Withdrawal is real
Many people notice symptoms when they try to cut out UPFs:
Headaches
Irritability
Cravings
Fatigue
Low mood
That doesn’t mean the change is wrong - it means the body and brain are recalibrating. And just like with caffeine or alcohol, the discomfort usually passes within a few days.
Dr Mindy Pelz, who teaches about fasting and metabolic reset, emphasises that when you stop spiking insulin constantly with UPFs, your hunger signals start to normalise. You begin to recognise real hunger versus habitual eating.
This is a hopeful message: you can get your appetite back.
What to try today
Start with one food boundary that doesn’t feel like punishment.
Some examples:
No UPFs before noon
No UPFs after dinner
Keep your favourite trigger food out of the house for 7 days
Eat a protein-rich breakfast and see what happens to your cravings
It’s not about cutting out everything. It’s about interrupting the loop - just enough for your body to remember what real food feels like.
Kim x