You probably recognize it: you’re sitting on the couch in the evening and suddenly feel like eating some tasty chips. But to keep it within limits, just grab one container. Yet before you know it the whole bag is empty again. As a result, you are disappointed with yourself again: why can’t I stop after one bowl of chips? We give you the answer!
Who is the ‘culprit’?
We’ll start with good news, because it turns out: it’s not your fault at all! It is the manufacturers who cleverly respond to our weaknesses. They use various tricks to ensure that you eat that bag of chips as quickly as possible.
The irresistible trio
Chips contain a lot of fat, sugar and salt. Also called the irresistible trio. And that is not for nothing. While the sugar is addictive and responds to our innate preference for sweets, the salt provides an unusual sensation on the tongue. And as if this wasn’t enough, the fat also releases endorphins in the brain. Which creates a feeling of happiness with every chip. So it’s not surprising that you want to keep eating it…
The crispy texture
The texture of the chips also appears to be an important factor. It is therefore not without reason that manufacturers have put a lot of time and money into the perfect crunch. Because the better the crunch, the better you like the chips. In other words: the more a chip cracks in the mouth when bitten, the better people find the chips.
Chips fool your brain
Manufacturers are actually playing a smart game. By causing chips to melt on the tongue, chips fool your body. According to American nutrition scientist Steven Witherly, if something melts quickly in your mouth, the brain thinks it contains no calories. This makes it possible to eat a lot of it without feeling full.
The taste buds
Human taste buds have five different tastes: sour, umami, bitter, salty and sweet. To optimally stimulate these taste buds, it is smart to pack as many flavors as possible in one product. And that is exactly what chip manufacturers do. It is not without reason that there are always new and crazy flavors of chips on the shelves.
