Ultra-processed foods are industrially formulated with added sugar, artificial sweeteners, additives and flavorings to be highly rewarding and even addictive. They can alter the brain's reward pathways the same way that other addictive substances do, making them challenging to consume in moderation. In fact, a body of scientific research has emerged in recent years to show that some ultra-processed foods (UPFs) can be as addictive as cigarettes and cocaine. Several major food brands were once owned by the world's largest tobacco companies. Evidence suggests the same tactics used to formulate and market cigarettes were used in the creation of food products. Manufacturers of ultra-processed foods often seek to find ... "the bliss point," a term coined by American market researcher and food scientist Howard Moskowitz in the 1990s. The bliss point triggers dopamine " a neurotransmitter in the brain that is responsible for feelings of pleasure and well-being " to spike, then crash. This brings about good feelings, then bad feelings, and generates the craving to feel good once more. Food companies not only research taste, but also consumers' responses to color, smell, and "mouth feel" of products. "Measured in milliseconds, and the power to addict, nothing is faster than processed food in rousing the brain." "Ultraprocessed foods … were consistently more associated with [the Yale Food Addiction Scale] indicators than were naturally occurring, minimally processed foods," according to the study ... Is Food Addictive, republished in 2021 in the Annual Review of Nutrition. About 57% of the calories American adults consume comes from UPFs. That percentage rises to 67% in American children. The food industry spends about $14 billion annually on advertising, with 80% of that devoted to highly processed foods.