Are Your Snacks Getting You Addicted?

It all started around the 1980’s when tobacco companies ventured into developing, producing and marketing Ultra-Processed Foods (or UPFs). Since then, research has shown that the increase in obesity has coincided with the increase in industry-led food products. In fact, tobacco company leaders have admitted to applying the same techniques used to enhance the addictive properties of tobacco products to the development of UPFs (think use of additives to enhance flavour, texture, and visual appeal) in order to maximize profits. Seems farfetched? Read this report on Pubmed.

Now, what are Ultra-Processed Foods you may ask?
In simple terms, Ultra-Processed foods (UPFs) are industrially made food products that go far beyond simple cooking or preservation, or foods that often contain refined sugars, unhealthy fats, flavour enhancers, seasonings, emulsifiers, and other additives designed to make you crave more. Think packaged snacks, potato chips, sugary cereals, instant noodles, soft drinks, energy drinks, etc. Unlike minimally processed foods, UPFs are designed primarily for taste, texture, convenience, and shelf life, not nutritional value. If you would prefer a more technical definition, you can get it in this report.

What Makes Ultra-Processed Foods Addictive?
UPFs are engineered to hit what scientists call the “bliss point” – that perfect balance of sugar, salt, and fat that triggers the brain’s reward system. Every bite releases dopamine, the same chemical that’s released when we experience pleasure or excitement. Moreover, the refined ingredients, such as white flour or high-fructose corn syrup, are quickly absorbed by the body, causing sharp blood sugar spikes followed by crashes – creating a cycle of renewed hunger and cravings.
Over time, our brains start to associate these foods with comfort and reward, making us reach for them repeatedly – often even when we’re not hungry. A new study found that older Americans are now more likely to be addicted to ultra-processed foods than to alcohol or tobacco.
In fact, studies found that the addictive properties of particular ingredients in the UPFs were similar to cocaine and heroin to some extent as evaluated by the YFAS (Yale Food Addiction Scale)
The result, a downward spiral of craving, indulgence, and guilt.

What’s Wrong With This Addiction?
The addictive pull of ultra-processed foods doesn’t just affect eating habits – it also impacts overall health and mood.
Obesity: Many studies have reported that the incidences of overweight and obesity are strongly associated with the consumption of UPFs. This is both because you do not feel satiated after consuming them, and also because they are designed to induce you to have more. After all, they are specifically engineered to be palatable and convenient, while also minimizing feelings of fullness.
Heart Health: Other studies have drawn a co-relation between consumption of UPFs and Cardio-Vascular Disorders. Think high chemicals, high fat, sugar, energy and salt, combined with low fibre and vitamins.
Diabetes: Yet other studies have shown a positive co-relation between UPFs and a higher risk of Type 2 Diabetes.
Gut Microbiomes: Regular UPF consumption effect the gut microbiome leading to obesity, inflammation and reduced immunity.
Mood fluctuations: As blood sugar instability and nutrient deficiencies affect mental well-being. In some cases, it has also been linked to depression.
Taste perception: Natural foods start to taste “bland” compared to highly seasoned, artificial ones.

Recognising the addictive potential of UPFs is the first step toward healthier eating habits. The goal isn’t to eliminate convenience but to choose foods that nourish rather than manipulate our cravings.

Our objective behind The Roasted Alternative was just that – combine convenience with minimal processing. All our products have clean ingredients, free of any chemical additives enhancers or excessive oil. Each product in the range is roasted, not fried, made from nutrient-rich ingredients and gives you a flavour that is true to their ingredients giving you a true alternative to ultra processed foods.

Yes, you’ll love the flavour, but we aren’t trying to push any buttons to get you to consume more. Read this article about how our snacks leave you feeling satiated.

Because when it comes to flavour and wellness — you shouldn’t have to choose.

Browse our range below:

Delve Deeper:
Ultra-Processed Food Addiction: A Research Update (PubMed)
The rapid rise of ultra-processed foods brings up human health concerns (Journal of Future Foods)
Ultra-processed food exposure and adverse health outcomes: umbrella review of epidemiological meta-analyses (BMJ)
Ultra-processed food addiction in a nationally representative sample of older adults in the USA (Addiction)
Ultra-processed foods, diet quality, and health using the NOVA classification system (Food and Agriculture Organization of the United Nations)
This addiction is more dangerous than alcohol or tobacco, new study warns of a silent trap (Economic Times)