Below is Exhibit A in the egregious things we do to food to make us want to eat way more of it. Even when we know what we are eating is of dubious nutritional value. All this food does is give us energy. But not much else.
The parallel between gambling and ultra-processed foods is straightforward. We know gambling is bad. But we have people setting up casinos. And governments profit from casinos. We celebrate this economic activity and listen to long speeches about strategy, shareholder value and entering new markets as people engineer junk to manipulate people into eating more than they ought to.
I get that we can’t say no to economic activity or an individuals right to eat what they want. The buck does stop with the individual. We tell the gamblers to stop at two chips. Or to not go to or live near casinos. And governments often stop people from entering casinos. Sometimes casinos stop you from entering if you are too good at gambling. But alas the parallel ends here. Companies are not going to stop you from eating more crap simply because you are good at eating too much.
Companies are probably going to engineer novel ways to get you to eat more. And then consumers will throw all processed foods under the bus. While we continue to eat the processed stuff that tastes good (sweets, savouries, snacks) and ignore processed foods that could actually add value (protein isolates, some cheeses, some oils). Such is our inability to judge intent. Instead we selectively label.
Exhibit A by Richa Pande
DECODING A MARKETING STRATEGY: ORANGE DUST & PUFFs
I had some jowar puffs the other day and ended up with that familiar orange dust on my fingers. This moment reminded me of an insight I gained from one of the neuromarketing classes I took a few years ago.This orange dust isn’t just a fun feature; it has a significant impact on consumer behaviour.
In 2008, Frito-Lay hired NeuroFocus (now known as Nielsen) to study their Cheetos brand and boost its sales. NeuroFocus used electroencephalographic (EEG) testing to understand how people’s brains responded to eating the snack. Their research revealed that the bright orange residue triggers an unusually strong response in the brain—a sense of giddy subversion that consumers enjoy despite the messiness. This seemingly minor detail plays a crucial role in enhancing the eating experience, making the product more memorable and enjoyable.
The orange dust from Cheetos creates a multisensory experience that engages our brain’s pleasure centers, making the eating process more satisfying and fun. The playful, messy aspect of the dust fosters a sense of enjoyment and subversion, which can strengthen brand loyalty and consumer preference. It’s not just about the taste, but the overall experience.
So next time you find yourself with orange dust on your fingers, remember—it’s more than just a mess; it’s a powerful tool that keeps you coming back for more.
