If you haven’t already, I’d encourage you to read this fascinating NY Times piece (excerpted from a forthcoming book) on “The Extraordinary Science of Addictive Junk Food”.
A friend tweeted that it was a ‘brilliant indictment of the food industry’, which I gather it was meant to be, and which I agree it was to some extent. There are some pretty chilling descriptions of industry strategies to sell more calories, including some pretty off-putting language to describe the bodies that those calories are designed for:
In Cokeâ€™s headquarters in Atlanta, the biggest consumers were referred to as â€œheavy users.â€ â€œThe other model we use was called â€˜drinks and drinkers,â€™ â€ Dunn said. â€œHow many drinkers do I have? And how many drinks do they drink? If you lost one of those heavy users, if somebody just decided to stop drinking Coke, how many drinkers would you have to get, at low velocity, to make up for that heavy user? The answer is a lot. Itâ€™s more efficient to get my existing users to drink more.â€
One of Dunnâ€™s lieutenants, Todd Putman, who worked at Coca-Cola from 1997 to 2001, said the goal became much larger than merely beating the rival brands; Coca-Cola strove to outsell every other thing people drank, including milk and water. The marketing divisionâ€™s efforts boiled down to one question, Putman said: â€œHow can we drive more ounces into more bodies more often?â€
So while I remain sceptical of the “addictive” nature of “junk food” – or rather, I am concerned with how easy the criteria for “addictions” seem to be to fulfil these days – I can appreciate that it’s in the interests of people selling food that we don’t really need to strive to get us hooked on them. And the evident success of that venture has obviously contributed to the rising levels of obesity and poor health.