Is It Your Fault That You Can't Stop Snacking?

What if I told you that there was no way to avoid junk food? That it wasn't your fault that you are uncontrollably snacking on those puffs and chips? That it is all part of a marketing game that is bypassing your biological process of eating? Yes, all that you read above is true. We all consume an extraordinary range of ultra-processed foods which are the product of brilliant advances in industrial chemistry and scientific research. Created by ingenious scientists and sold to us by clever marketers, there’s a lot to love about them: they’re hyper-delicious, super-convenient, have long shelf lives and are extremely cheap.

Obesity, overeating and other diet-related problems have long been blamed on a lack of willpower, with the assumption that individuals simply make poor choices. However, data shows that the rise in obesity rates, especially since the mid-1970s, in all demographic groups. This simply could not be blamed on personal choices, but a dramatic change in the food environment.

John Ruff, a food industry expert with over 40 years of experience, speaking to BBC underscored how food manufacturers have optimized products to enhance flavour, texture, and appeal, making them legit irresistible. One significant change that food manufacturers have altered is texture. If you observe carefully, most of the junk food you eat is soft in texture. Even the ones with crunch can easily be swallowed after the initial few chews. This bypasses, the body's natural satiety mechanisms, leading people to eat more without feeling full. This design makes it easier to overconsume, leading to overeating.

Moreover, many processed foods are engineered with what the industry calls "vanishing caloric density." These foods are light and easy to eat quickly, often with more calories per gram than fatty options like burgers. The result is that people consume them rapidly without realizing how many calories they are taking in.

Eating is a multi-sensory experience. These days, food companies are using multi-sensory strategies to encourage eating, including logos, branding, and even the sound of packaging. The biggest example of sonic branding is the iconic "snap, crackle, pop" of Kellogg’s cereal, which is designed to create a memorable eating experience.

Snackification

Companies are increasingly competing for "stomach share," enticing consumers to snack between meals. These snacks, often marketed as healthy options, are high in empty calories and poor in nutrients. The food industry's impact is not limited to adults. Children, in particular, face a constant barrage of food advertisements across social media, games, and outdoor spaces. These ads promote hyperpalpatble foods, often disguised as healthier alternatives. While some have the means to choose healthy options, many people, especially teenagers, struggle to resist the temptations of ultra-processed foods (UPFs) that dominate the food landscape.

The investigation has shown food manufacturers use similar techniques to those once employed by cigarette companies to create addictive products. These foods can trigger compulsive eating behaviours, making it hard for individuals to stop even when they are aware of the negative impact on their health.