In Neuroscience, food is something we call a “natural reward.”
In order for us to survive as a species, things like eating, having sex and nurturing others must be pleasurable to the brain so that these behaviors are reinforced and repeated.
Like other DRUGS, sugar causes the body to release dopamine. Dopamine is defined as :
“a compound present in the body as a neurotransmitter and a precursor of other substances including adrenaline”
This gives us a natural “high” which is why we become addicted to the elements that create this reaction. Over the long term, regular sugar consumption actually changes the gene expression and availability of dopamine receptors.
This means that repeated access to sugar over time leads to prolonged dopamine signalling, greater excitation of the brain’s reward pathways and a need for even more sugar.
The brain becomes tolerant to sugar – and more is needed to attain the same “sugar high.” This is why, often after a “Cheat Meal” with high concentrations of sugars, many feel an even bigger craving for sugars afterwards. Especially if you are “cheating” too often. The less you consume sugar the less you will become addicted.
Another good reason to stick to your diet ? Or, to choose healthier foods that cut your cravings.
My Recommendations would be…
BPI Sports Whey HD – it is sweet, comes in many flavours and also ups your daily protein intake which will make you feel fuller (protein does tend to be the macronutrient many struggle to hit).
BPI Sports Best Protein Bar – Smores and Cookies and Cream are my favourite! But these bars are pretty much one of the best sweet bars I have ever had. Plus their macronutrients are great!