Why don't we crave broccoli?
Why don't we crave broccoli?
Chocolate bars, crisps, and chips—why can't we just ignore them?
Why don't we just crave broccoli and other veggies?
I love broccoli, but I don’t crave it. At 5 p.m., I rarely find myself reaching for a plate of vegetables to satisfy whatever it is I’m longing for.
So, why is it that foods like chocolate bars, crisps, and chips are so hard to resist, while broccoli barely gets a second thought?
Researchers have found that foods high in fat and sugar, or refined carbs, have a profound impact on our brain’s pathways. These foods stimulate the release of dopamine—the hormone responsible for motivation and reward. The more we indulge in these foods, the more our brain reinforces the behaviour, driving us to seek them out time and time again.
Sugary and fatty foods also trigger the release of endorphins, which make us feel happy and relaxed. They provide quick bursts of energy, which can be especially appealing when we're feeling tired, stressed, or simply in need of a mood boost. Over time, our brains learn to associate these foods with pleasure and reward, making them almost impossible to resist.
In the past, when food scarcity was a real concern, this response made sense. Our ancestors needed to prioritise calorie-dense foods to survive. However, in today’s world, where food is abundant and readily available, this once-helpful survival mechanism can lead us to overconsume unhealthy foods.
In nature, foods high in both fat and carbohydrates are rare and typically foods high in carbohydrate come with fibre, which helps slow down digestion and maintain a balanced metabolism. In contrast, modern processed foods are often loaded with both fat and carbs while lacking fibre. This combination is especially problematic, as it bypasses the body’s natural satiety signals and encourages overeating.
Not too long ago, humans relied on what the land and nature provided. But now, our diets are dominated by processed foods that are high in sugar, refined carbs, and unhealthy fats, but lacking in essential nutrients. The consequences of this shift are clear—overconsumption of these foods can lead to weight gain, chronic disease, and a host of other health problems.
Basing our diets on whole foods brings us closer to what nature intended. When we eat foods rich in fibre and nutrients, we avoid constantly stimulating the parts of our brain that drive cravings for unhealthy options. We feel satisfied without triggering the endless cycle of hunger and reward that leads us back to those tempting yet harmful treats.
To help you make healthier choices, try our Vitality Wraps and Seeded Crackers. They’re low in carbs and sugar-free, high in fibre, and free from gluten and dairy. Our products are made from whole, real foods that nourish your body without activating those unhelpful brain pathways that lead to cravings. They satisfy your hunger in a way that aligns with nature’s design, helping you stay on track and feel your best.
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