08
May
13

those potato chips have . . .

a lot of science behind them

and a vested interest in your bad health.

The importance of “crunch” was confirmed in a study funded by Unilever where the scientists tested whether people’s perception of a chip was altered by the sound it made when they bit into it. The researchers concluded that “the potato chips were perceived as being both crisper and fresher when … the overall sound level was increased,” indicating another possible way to control the perception of the product, although, the authors wrote, “consumers are often unaware of the influence of such auditory cues.”

It also helps if the food dissolves quickly in the mouth, tricking the brain into believing that no calories have been ingested. It’s called “vanishing caloric density.”

“What happens is that your brain gets fooled into thinking the calories have vanished and you’re much more apt to keep eating before the brain sends you a signal …you’ve had enough,” author Michael Moss said.

as someone with food addictions, this was a pretty bracing read.

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