A term coined by Dr. Alan Golhamer and Dr. Douglas J. Lisle, the pleasure trap undermines health and happiness. When we engage in pleasurable activities such as eating and sexual engagement we secrete a chemical in the brain, dopamine. The food industry has created chemicals in food that stimulate the same response however this is an artificial stimulation of dopamine in the brain. Dopamine is the same neurotransmitter involved in alcohol and drug addiction. These chemicals induce pleasure but avoid pain which is why it ends up being a trap to us keep eating more and enjoying it. The same way tobacco companies add addictive nicotine to cigarettes is the same way food companies add sugar, oil, and salt to our food.

• Sugar
• Oil
• Salt

SOS = the international sign of danger

Think about french fries from any fast food restaurant. They are feeding these 3 addictions. The potatoes have sugar, they are fried in oil, and salt is poured on! Think also about baby formula which has sugar, so from birth we are trained to recognize this sweetness as normal.

Avoiding the trap:

Use oil as a condiment rather than cooking in it Eat natural sugars from fruits Avoid salt as much as possible No junk foods in the house Adopt a plant based diet