“This,” Witherly said, “is one of the most marvelously constructed foods on the planet, in terms of pure pleasure.” He ticked off a dozen attributes of the Cheetos that make the brain say more. But the one he focused on most was the puff’s uncanny ability to melt in the mouth. “It’s called vanishing caloric density,” Witherly said. “If something melts down quickly, your brain thinks that there’s no calories in it…you can just keep eating it forever.” –The Extraordinary Science of Addictive Junk Food, by Michael Moss (NY Times Magazine).
Is it a surprise to hear that food companies painstakingly, scientifically manufacture the taste and textures of our foods and drinks to make them addictive? No. Moss quotes Bob Drane, the brains behind Kraft’s Lunchables, who explains how the food industry got to where it is today: “Our limbic brains love sugar, fat, salt… So formulate products to deliver these. Perhaps add low-cost ingredients to boost profit margins. Then ‘supersize’ to sell more…And advertise/promote to lock in ‘heavy users’.”
“When you sell property to your neighbor, or buy any from your neighbor, you shall not wrong one another” – Lev. 25:14.
From the Torah verse above our sages learn the prohibition of Ona’ah, overreaching – “the act of wronging another by selling him an article for more than its real worth.”
Are food companies withholding what they know about our tastes and therefore making a profit from our lack of knowledge about food science? We like to think that America was built on Judeo-Christian morals, but that is not the case. The reason that there are no warning labels on bags of chips or cans of soda is because our moral code, when it comes to business anyway, is the moral code of Rome not of Jerusalem (an analogy often made by one of my mentors, Dr. Bruce Powell):
Rome teaches: Caveat Emptor – “Let the buyer beware.”
From the perspective of the food company it is the business of the consumer to find out about a product and make her own decision.