In the quest for the perfect snack, food scientists have discovered a formula that keeps us coming back for more: the bliss point.
The term refers to the ideal combination of sugar, fat, and salt that creates a taste sensation so enjoyable that it becomes irresistible. While this might sound like a dream come true, the reality is that the bliss point is contributing to unhealthy eating habits and weight gain on a massive scale.
What is the bliss point?
The bliss point is the precise amount of sugar, fat, and salt that optimally enhances the palatability of food.
Originating from extensive research in the food industry, this concept has revolutionised the recipes big food companies make products. Think of your favourite chips, biscuits or fizzy drinks – their irresistible taste is no accident. It’s a calculated effort to reach the perfect balance that keeps you reaching for more and drives those big food profits.
🧠 When we consume foods engineered to hit the bliss point, our brain's pleasure centres light up.
Also known as the reward system, ‘pleasure centre’ refers to a group of neural structures involved in the processing of pleasure and reward. This system plays a crucial role in driving our behaviours and reinforcing actions that are pleasurable or beneficial for survival.
When we engage in activities that fulfill basic needs or provide enjoyment, such as eating, the brain releases neurotransmitters like dopamine, which creates a sensation of pleasure.
Getting us hooked
The allure of bliss point foods can easily lead you to over-eat. Studies have linked the high intake of these foods to the increasing rates of weight problems and health issues such as diabetes, heart disease, and hypertension worldwide.
But it’s not just the obvious ‘junk food’ that’s engineered this way.
Ketchup, soup, flavoured yogurts, smoothies, cereal, pastries and even supermarket bread have been designed with a bliss point in mind. Food designers aim for what they call “hyperpalatability” and a good “mouthfeel”.
The way our brains react to bliss point foods is similar to the response triggered by addictive drugs. Research has shown that these foods can create a cycle of craving and consumption that is hard to break. The bliss point plays a significant role in this cycle, making it difficult for people to stop eating even when they are full.
Food companies invest heavily in research to determine the bliss point for their products. This involves taste tests, scientific analysis, and consumer feedback. The result is a range of products that are not only tasty but also highly addictive. Marketing strategies often focus on convenience and flavour, overshadowing the lack of nutritional value. Popular brands like those of crisps and fast food are prime examples of products designed with the bliss point in mind.
Ultra-processed ingredients and the bliss point
While the trio of salt, sugar, and fat keeps us coming back for more additives to promote accidental loyalty to these foods, ultra-processed ingredients play a crucial role in achieving the bliss point in many products.
These ingredients, which include artificial flavours, preservatives, emulsifiers, sweeteners and stabilisers, are designed to enhance taste, texture, and shelf-life.
By manipulating these components, food manufacturers can create products that perfectly balance sugar, fat, and salt to hit the bliss point, making them extremely palatable and addictive.
This heavy reliance on ultra-processed ingredients not only contributes to the irresistible nature of bliss point foods but also often results in products that are low in nutritional value and high in empty calories. As a result, the consumption of these foods can lead to overeating, poor dietary habits, and a range of health issues, including obesity and metabolic disorders.
Eat real food
The ultimate way to avoid bliss point foods is to eat real food that you’ve made yourself.
But when that’s not possible, use the Limbo food choice guide: Nutrient dense + Protein positive + Carb conscious to help you make the right choice. Pat attention to the food label and look for hidden sugars, often listed under other names.
Think about how many ingredients are listed on the label. If you’ve got a food with more than five ingredients, you’re likely to be choosing a highly-engineered food.