Indulgent Treats: Why Unhealthy Options Are Hard to Resist

High-fat yogurt or ice cream is preferred by many people, not just because of their taste, but also due to their mouthfeel. According to brain researcher Fabian Grabenhorst at Oxford University, these high-fat products are addictive because they stimulate the orbitofrontal cortex, a brain area linked to food sensations and attractiveness.

To test this theory, Grabenhorst and his colleagues created vanilla-flavored milkshakes with varying fat and sugar content, as well as non-fat thickening agents used by the food industry. They also measured the sliding friction and viscosity of the milkshakes using pig tongues. The test subjects were then asked to taste and rate the milkshakes, revealing the effect of the milkshakes’ composition on their brain activity and preference.

Mouthfeel plays a large role in people’s food choices, as demonstrated by the test subjects’ choice of curries with different fat content for lunch. The study concluded that the reaction of the orbitofrontal cortex to greasy mouthfeel largely influences food preferences. Grabenhorst has suggested that these findings could lead to the development of low-calorie foods that still have a satisfying mouthfeel. The study was published in The Journal of Neuroscience.