It’s your brain, not your taste buds, that keeps you chomping on chips, according to data presented to the American Chemical Society. When researchers fed rats standard animal feed, a mixture of fat and carbs, or potato chips, they found that the chips lit up brain areas controlling reward and addiction. Why is this good news? “If scientists can pin-point the molecular triggers in snacks that stimulate the brain’s reward center, it may be possible to develop drugs or nutrients… that help block this attraction to snacks and sweets,” says the paper’s author, Tobias Hoch, Ph.D.

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