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Paul Buchheit
Why Snack Food Is Addictive: The Grand Unified Theory of Snack Appeal - http://www.gnolls.org/2074...
Why Snack Food Is Addictive: The Grand Unified Theory of Snack Appeal
Why Snack Food Is Addictive: The Grand Unified Theory of Snack Appeal
"Complete protein is satiating. Our bodies absolutely require complete protein—but they also have a limited capacity to process protein in excess of our requirement. This shows up as what’s called “protein leverage”: people tend to consume food until they’ve ingested about 360 calories worth of complete protein. All other things being equal, if we eat foods high in protein, we consume less calories, and if we eat foods low in protein, we consume more. Therefore, if we want to sell an addictive and non-satiating food, we should keep it very low in protein (e.g. candy, cookies, potato chips). If it does contain protein, that protein should be incomplete—deficient in at least one essential amino acid—since the limiting factor for protein utilization is the least abundant essential amino acid. Guess what? Corn and wheat, the foundation of chips, crackers, cookies, and over 90% of the breakfast aisle, are both deficient in lysine. And both zein (corn protein) and gluten (wheat protein) are prolamins, which are very difficult for our digestive enzymes to break down and decrease the digestibility of the associated starch." - Paul Buchheit from Bookmarklet
"Here’s a startling experiment: rats prefer saccharine and sugar to intravenous cocaine, even after previously becoming addicted to cocaine." - Gabe