Here’s why we are so addicted to salted caramel

DECCAN CHRONICLE
Published Nov 28, 2017, 6:55 pm IST
Updated Nov 28, 2017, 6:55 pm IST
Our caveman ancestors have something to do with it.
Representational Image. (Photo: Pexels)
 Representational Image. (Photo: Pexels)

Ah salted caramel. Who can resist?

The delicious treat was created by a French chocolatier called Henri Le Roux in 1980 and has since taken the world by storm.

 

I you've ever wondered why we as humans are so addicted to it, food scientists say it is because the mix of sugar, fat and salt flavours hits a 'want-more' button in our subconscious brains, the Daily Mail reported.

Researchers in the 90s discovered junk food is so irresistible because the "brain releases heroin-like chemicals" known as endogenous opioids. Our brain make a not of that memory.

This reason is because of our caveman ancestors.

Man needed sugar, fat and salt in order to survive, which was also extremely hard to find. However, they never had a food that contained such a blend.

Marketing analysts Dr Cammy Crolic and Professor Chris Janiszewski from the University of Florida, tested this flavour on close to 150 volunteers. It causes 'hedonic escalation', a rare phenomenon they found. Researchers find this makes us crave the food with every bite.

Some food industry commentators feel versions of these salted-caramel products may eventually die down. However, addictive properties could ensure its growth.





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