Food is one of our primary sources of pleasure, and critical to our survival. In a healthy reward pathway of the brain, food is a natural stimulus that produces feelings of pleasure from the release of dopamine. This gratifying feeling makes this activity worthy of repeating, as we want to experience it again. However, not all foods have the same effect on the brains’ reward system. So why do certain foods activate the brains’ reward system more than others? Sugar, salt and fat are three substances that ‘hijack’ the brains’ reward system, by releasing a burst of dopamine, similar to the effects of drugs and alcohol. As more research emerges, we gain knowledge about how a diet of large portions of refined and processed foods affect the way our brain responds to food. Some individuals develop a dependence on these foods to feel happy and satisfied, and eventually develop a tolerance by needing more of these ‘addictive’ foods to experience feelings of pleasure. Dependence and tolerance are fused with the fundamentals of addiction, reinforcing the link between food and addiction. This video from the TED Talks series highlights how foods high in sugar can have a similar effect on the brain as drugs, alcohol and other addictive behaviours.