Are you addicted to the bliss point in your favourite food?
Currently, half of all food consumed in Scotland is categorised as ultra-processed.
From fast food to sugary beverages, packaged snacks, and frozen dinners in Scotland, such foods are not just convenient choices but a significant public health concern.
These products, heavily characterised by high levels of sugar, fats, salts, and an array of artificial additives, are engineered for long shelf life and irresistible palatability.
This irresistible taste, often referred to as the ‘bliss point,’ makes it difficult for consumers to resist.
The concept of the bliss point in ultra-processed foods refers to a meticulously engineered balance of sugar, salt and fat that maximises palatability and stimulates the consumer’s senses to the highest degree.
Food manufacturers employ this strategy to create irresistibly delicious products, driving increased consumption and repeat purchases.
Glasgow-based social psychologist, Dr Aliyah Ashraf, said, “The bliss point is essentially a magic formula made by scientists to get people hooked.
“It is often the type of food people refer to as ‘addictive’ and feel as though they can’t put down.
“If you have ever found yourself at the bottom of a family bag of crisps and still felt hungry, you’ve probably been a victim of the bliss point.”
Therefore, these foods may offer temporary satisfaction but can contribute to long-term health problems.
This precise combination is designed to activate the brain’s pleasure centres, leading to a kind of sensory overload that masks the food’s low nutritional value.
Understanding the bliss point is crucial for consumers to make healthier dietary choices, as it reveals the manipulation in popular food products.
The consumption of these ultra-processed items is closely linked to numerous health issues in Scotland, such as obesity, type 2 diabetes, and cardiovascular diseases.
As reported in national health surveys, Scottish dietary trends suggest a correlation between the rising dependency on these foods and increasing rates of these diseases.
Economically, ultra-processed foods often appear more accessible, especially in lower-income areas where they are cheaper and more readily available than nutritious alternatives.
The result is a dietary culture prioritising taste, convenience and cost over nutritional value.