New study dispels the myth that ultra-processed food is particularly appealing

Products with a richer taste turned out to be the most desirable

New research has found that ultra-processed foods are considered no more appealing than less processed foods.

A University of Bristol study compared the taste perception of different types of food to test the theory that calories and level of processing are key factors in how much we like food.

The study’s lead author, Professor Peter Rogers, said the results “challenge the assumption that ultra-processed foods are ‘hyper-palatable’ and it seems strange that this has not been directly tested before.”

As The Guardian reports, study participants – 224 adult volunteers – were presented with color images of 24 to 32 familiar foods, including avocados, grapes, cashews, king prawns, olives, blueberry muffins, crusty bread, pepperoni and ice cream.

All foods varied in calorie content, degree of processing (including food additives), and carbohydrate to fat ratio.

Volunteers were then asked to rate the foods based on pleasantness, desire to eat, sweetness and saltiness by imagining themselves tasting them.

The study, published in the journal Appetite, found that on average, ultra-processed foods were no more liked or desired than processed or unprocessed foods.

The researchers also found that foods with stronger flavors (mainly related to levels of sweetness and saltiness) were more liked and desired.

“While ultra-processing in our study did not significantly predict flavor profile, dietary carbohydrate-to-fat ratio, dietary fiber content, or flavor intensity—in fact, together these three characteristics explained more than half the variance in flavor profile of the foods we tested,” – Professor Rogers notes. “We hypothesize that people are hard-wired to learn to like foods with a more even balance of carbohydrates and fats and less fiber because these foods are less satiating per calorie.” In other words, we value calories over satiety.”

The team behind the study, led by the Bristol Nutrition and Behavior Group, said the validity of their method was supported by, for example, the finding of a strong relationship between sweetness scores and the sugar content of foods.

There is growing concern about the sharp rise in consumption of food additives around the world, with them now making up more than half of the average diet in the UK and US, The Guardian notes.

Recent studies have shown that food additives such as ice cream, soda and prepared meals are associated with poor health, including an increased risk of cancer, weight gain and heart disease. However, other studies suggest that some food additives, such as breads and cereals, are beneficial for health.