The Point of Bliss

Have you ever wondered how processed foods began?  Well… here is the beginning of the story.  It’s about the discovery that foods could be altered to increase their appeal.  It opens in the late 1960s with a man by the name of Dr. Howard Moskowitz. (1,2).

In 1969, Dr. Moskowitz left Harvard University with a Ph.D. in Experimental Psychology.  His first job was with the United States Army where he was tasked to improve the taste of the notoriously bland  “Ready-to-Eat Meals” that were often the daily provisions of their soldiers. Dr. Moskowitz began to experiment with the formulations of the army meals and, after many trials, he learned that the key to irresistible flavour lay in their proportions of sugar, salt and fat.  His goal became to adjust the concentrations of these three nutrients until a point was reached where their levels of sweetness, saltiness and richness were just right, neither too high nor too low.  Dr. Moskowitz called this the Bliss Point.  His research illustrated that the alluring flavour of a bliss point food would trigger the reward center of the brain to release a neurotransmitter, dopamine, which would initiate an intense feeling of pleasure and motivation in the consumer.  These crave-inducing foods also encourage repeated consumption and overeating of the food.  (3,4,5)

Dr. Moskowitz’s career spanned decades.  He worked with Pepsi Cola in the 1980s when they were adding the new artificial sweetener, aspartame, into their colas.  He was hired by Nestlé to improve the taste of Nescafe instant coffee and then by Campbells Soup for whom he created nineteen different varieties of Prego tomato sauce, working with their sweetness, saltiness and acidity.  By this time, Dr. Moskowitz had determined that a food did not have just one Bliss Point but many, all of which were capable of satisfying varying tastes of different people.  Dr. Moskowitz became a well-known experimental psychologist in the field of psychophysics.  In 2012 he received the “Edison Award for Innovation” for his concept of Mind Genomics, an internationally recognized science that delved deeply into individual human preferences for products, services and ideas.  Over his lifetime of work, he received numerous awards for his scientific study on taste and smell. (3,4,6,7)

From our first emergence as homo sapiens, humans have enjoyed a favourable relationship with sugar, fat and salt.  Sugars and starches offer vital calories that provide the energy for physical and mental activity.  Fat stores calories for use during lean times and is an important component in the makeup of the brain.  Salt is essential for the balance of fluids in the body.  These links worked well for us when we existed on whole foods, but the human situation in today’s modern world is very different.  When it was discovered that adjusting and increasing levels of certain food nutrients could create a whole new and beguiling taste, large food manufacturers saw the benefits for their bottom line.  They took the knowledge that Dr. Moskowitz’s experiments had uncovered and began constructing new foods, now known as ultra-processed foods (UPFs), specifically designing them to inspire their consumers to eat more.  Consequently, amounts of sugar, salt and fat in the diet rose precipitously.  For example, annual sugar consumption in the US during the early 1700s was 1.8 to 2.7 kg per person per year but today it has surged to 68 to 77 kg per person per year. In addition, sugars have been added into many unexpected foods such as pasta sauce, bread and yoghurt, fostering expectations that all foods should taste sweet.  Inevitably, because our stomachs can only hold so much food at a time and with the availability, convenience, low price and enticing taste of UPFs, healthy home-prepared cuisine based on fresh fruits, vegetables, whole grains, nuts and seeds has been pushed into a corner.  (4,7,8,9)

The production of UPFs generally involves the construction of an artificial matrix which consists of many compounds not found in natural whole foods.  In order to increase shelf life, substances like bisphenols, microplastics, mineral oils and phthalates, all associated with negative health outcomes, are often added.  The finished products that are offered for sale in stores are relatively cheap, easy to prepare (often needing no preparation at all) and have long expiry dates.  Combine all this with aggressive marketing and their “bliss point” taste, achieved by increasing their content of sugar, fat and salt, and it is no wonder that they have become go-to foods for many shoppers.  Currently the western diet is made up of about 60% UPFs with the main consumers being the younger generation.  Children from the age of 5 and up in the United States eat a diet consisting of 70% UPSs. (9)

Unfortunately, the upturn in the consumption of these tantalizing foods has now been unequivocally associated with increased rates of such chronic diseases as cardiovascular disease, type-2 diabetes, some cancers and obesity.  (8)  UPFs contain excessive calories but are deficient in nutrients, contributing to obesity.  Their high sugar content overwhelms the ability of our bodies to regulate blood sugar levels, resulting in high blood sugar and diabetes.  The elevated levels of saturated fats damage blood vessels by contributing to the build up of plaques inside our arteries and lead to heart attacks and strokes.  The inflammatory aspect of the sugar and fat content of UPFs and their lack of fiber and healthful micronutrients can promote the growth and spread of cancerous tumours. (7)

 

A review published in Canada in early 2025 from Canada’s Heart and Stroke Foundation examined the effects of UPFs on the incidence of heart disease and stroke.  It found that 37% of new cases of heart disease and stroke and 38% of deaths from heart disease and stroke could be attributed to the consumption of UPFs.  The researchers observed that the average Canadian consumes almost half of their daily energy from these manufactured foods.  Dr. Jean-Claude Moubarac from the Université de Montréal, the leading scientist of this study, noted that “if Canadians decreased their intake of UPFs by 50% we could avoid an estimated 45,000 new cases of heart disease and stroke and save over 8,000 lives each year.”  (10)

 

A recent study from McMaster University, also from Canada, revealed that people who eat the highest amounts of UPFs have dramatically higher levels of body fat, blood pressure, insulin and triglycerides.  Their cholesterol levels are concerning, their waists are increasing and their markers of metabolic health are worrying.  These links remain even after adjusting for BMI, exercise amounts, whether or not they have ever smoked, and how much food they eat. One of the most concerning findings was the amount of inflammation associated with the ingestion of UPFs.  Levels of C-reactive protein (CRP) and white blood cell counts, both markers of inflammation, were elevated in those consuming high amounts of UPFs. Ongoing inflammation is a known precursor to many chronic conditions such as certain cancers, heart disease, type-2 diabetes, and neurodegenerative conditions like Alzheimer’s. (12)

 

A meta-analysis is a type of scientific study that contrasts and combines data from multiple independent studies to provide a more robust conclusion than individual studies alone.  A 2024 meta-analysis from the University of Naples in Italy assessed 25 earlier papers and showed that high UPF consumption was associated with (11):

• 37% increased risk of developing diabetes
• 32% increased risk of developing hypertension
• 47% increased risk of developing high blood lipid levels
• 43% increased risk of developing low-HDL cholesterol
• 32% increased risk of developing obesity

 

In 2024 an umbrella review concerning UPFs was published.  An umbrella review compiles and assesses evidence from multiple existing reviews creating a comprehensive picture of the information available on a specific topic.  This one evaluated 45 unique studies with a total of 9,888,373 participants including fourteen previous meta-analyses, examining the overall effects of consuming UPFs on early death and the development of certain chronic diseases.

Results showed the following (9);

• UPF consumption was linked to a 50% increased risk of death from cardiovascular disease.
• UPF consumption was linked to a 12% higher risk of developing Type-2 Diabetes.
• UPF consumption was linked to a 48% to 53% higher risk of mental disorders, anxiety and sleep-related disorders.
• UPF consumption was linked to a 22% increased risk of depression.
• There was a significant link between UPF consumption and the risk of obesity.
• There was a significant link between UPF consumption and the risk of early death from all causes including breast cancer, colorectal cancer, pancreatic cancer, adverse sleep outcomes, adverse anxiety outcomes, asthma, hypertension, Crohn’s disease, ulcerative colitis, obesity, metabolic syndrome, non-alcoholic fatty liver disease, and hyperglycemia, among other diseases and conditions.
• The researchers concluded that UPFs are harmful to numerous body systems and that the need for action to reduce the exposure to UPFs is urgent.

 

Other research reveals that the high energy content and bliss point values of UPFs lead to overeating and accelerate the development of diabetes and obesity. (13,14)

 

 

UPFs can be blissfully tasty, cheap, accessible and convenient.  However, their health implications are consistently negative.  Is it ethical that food manufacturers create these almost irresistible foods and profit from them?  It’s not that these companies don’t know the downstream harms of these artificial foods.  Those working in the UPF industry have admitted that their products are “totally culpable” for the surge in obesity over the past few decades. (7) Leaders of some of the largest processed food companies in the US met privately in 1999 to discuss the data emerging regarding the consumption of UPFs and the rising rates of cardiovascular disease, type-2 diabetes and obesity.  Especially worrying was the discovery that certain ethnic populations were more highly impacted. (4)

The damaging effects of UPFs are undeniable.  Numerous studies reveal that increasing the consumption of freshly prepared, unprocessed or minimally processed foods and reducing the intake of UPFs has multiple beneficial effects including the prevention of chronic non-communicable diseases. It is unlikely that food manufacturers will stop the production of UPFs any time soon.  But there is much that can be done.  Some governments and public health departments have already begun to take action against them. Eleven countries and nine cities in the US have now placed taxes on sugar. (4)  Other countries have introduced recommendations to limit the amount of salt that can be added to processed foods and to remove trans-fatty acids from foods.  Guidelines have been proposed and implemented for schools to make the foods they serve to students healthier.  (16).  For example, Canada’s Food Guide discourages the consumption of UPFs and the government of Canada funds a newly developed National School Food Program that strives to increase the access to nutritional food for all students and to set them up for a lifetime of healthy eating.  (12,15)

What is urgently needed is a worldwide guideline suggesting radical strategies to reduce the consumption of UPFs with the goal of preventing diet-related diseases.  In 2018 an in-depth analysis from the UK examined the nutritional quality of their diet and its contribution to the development of chronic non-communicable conditions.  Its results have the potential to be applied in other regions of the world.  (17)

What can governments do to reign in UPFs? (16,10)

• Strong government policies will be required to help people to reduce their consumption of UPFs.
• People need to be educated about the dangers of UPFs and what constitutes a healthy food.
• The marketing of UPFs to children needs to be restricted.
• The price of UPFs needs to be increased.
• Incentives such as subsidies to reduce the cost of vegetables and fruits need to be offered.
• Low-income communities often rely on convenience stores for their food shopping thus limiting their access to healthy foods such as fresh fruits and vegetables. These communities should be targeted to receive information about healthy eating and the harms of consuming UPFs.  Additionally, their access to better food should be increased by the funding of new grocery stores..

What can you do to protect yourself from UPFs?

• Read food labels. If they contain a list of chemical ingredients and additives that you don’t understand, you’re likely holding a UPF in your hand.
• Clean out your refrigerator and cupboards until they hold mostly whole foods.
• Eat more fresh fruit and vegetables, whole grains, nuts and seeds. They will help fill your stomach healthfully and reduce the amount of space left in the stomach for UPFs.
• Substitute whole grains for processed grains.
• Bake your own bread using a recipe with only a few healthy ingredients.
• Ditch your ultra-processed cereal and make your own granola, porridge or oatmeal with fruit.
• Substitute water for sugary beverages.
• Trade your candy in for a healthy sweet treat such as dates.

We now have more than enough detailed knowledge about the hazards of eating UPFs.  The time has come to reduce the intake of these detrimental foods and turn to a diet mostly made up of healthy whole foods that will support optimal health.

 

SOURCES:

1  https://www.unifiedhuman.org/board/dr-howard-moskowitz/

2  https://howardmoskowitz.academia.edu/research#papers

3  https://www.nytimes.com/2013/02/24/magazine/the-extraordinary-science-of-junk-food.html

4  Rao, P., Rodriguez, R.L., Shoemaker, S.P. Addressing the sugar, salt, and fat issue the science of food way. NPJ Sci Food. 2018 Jul 16;2:12. Doi: 10.1038/s41538-018-0020-x. PMID: 31304262; PMCID: PMC6550161.

5  Moskowitz, Howard R., The Sweetness and Pleasantness of Sugars, The American Journal of Psychology, Vol. 84, No. 3 (Sep., 1971), pp. 387-405 (19 pages); University of Illinois Press; https://doi.org/10.2307/1420470; https://www.jstor.org/stable/1420470

6  https://www.nytimes.com/1979/01/03/archives/calculating-americas-taste-he-calculates-americas-taste.html

7  https://www.npr.org/sections/thesalt/2015/12/16/459981099/how-the-food-industry-helps-engineer-our-cravings

8  Johnson, R.J., et al. Potential role of sugar (fructose) in the epidemic of hypertension, obesity and the metabolic syndrome, diabetes, kidney disease, and cardiovascular disease. Am. J. Clin. Nutr. 2007;86:899–906. Doi: 10.1093/ajcn/86.4.899.

9  Lane, M.M., Gamage, E., Du, S., Ashtree, D.N., McGuinness, A.J, Gauci, S., Baker, P., Lawrence, M., Rebholz, C.M., Srour, B., Touvier, M., Jacka, F.N., O’Neil, A., Segasby, T., Marx, W. Ultra-processed food exposure and adverse health outcomes: umbrella review of epidemiological meta-analyses. BMJ 2024;384:e077310. Doi: https://doi.org/10.1136/bmj-2023-077310.

10   Nilson, E., Hamel, V., Wahrhaftig, J., Rezende, L., Polsky, J.Y., Moubarac, J.C. How much of the burden of cardiovascular disease in Canada is attributable to ultra processed foods? Department of Nutrition, University of Montreal, February 2025.

11  Vitale ,M., Costabile, G., Testa, R., D’Abbronzo, G., Nettore, I.C., Macchia, P.E., Giacco, R. Ultra-Processed Foods and Human Health: A Systematic Review and Meta-Analysis of Prospective Cohort Studies. Adv Nutr. 2024 Jan;15(1):100121. Doi: 10.1016/j.advnut.2023.09.009. Epub 2023 Dec 18. PMID: 38245358; PMCID: PMC10831891.

12  Baric, A., Malik, V.S., Christoforou, A. Ultra-processed food consumption and cardiometabolic risk in Canada: a cross-sectional analysis of the Canadian health measures survey. Nutr Metab (Lond). 2025 May 7;22(1):37. Doi: 10.1186/s12986-025-00935-y. PMID: 40336022; PMCID: PMC12060383.

13  Schulte, E.M., Avena, N.M., Gearhardt, A.N. Which foods may be addictive? The roles of processing, fat content, and glycemic load. PLoS ONE. 2015;10:e0117959. Doi: 10.1371/journal.pone.0117959.

14  Poti, J.M., Braga, B., Qin B. Ultra-processed food intake and obesity: What really matters for health-processing or nutrient content? Curr. Obes. Rep. 2017;6:420–431. Doi: 10.1007/s13679-017-0285-4.

15  https://www.canada.ca/en/employment-social-development/programs/school-food/feeding-future.html

16  Gramza-Michałowska, A. The Effects of Ultra-Processed Food Consumption-Is There Any Action Needed? Nutrients. 2020 Aug 24;12(9):2556. Doi: 10.3390/nu12092556. PMID: 32846915; PMCID: PMC7551378.

17  Rauber, F.; da Costa Louzada, M.L.; Martínez Steele, E.; Millett, C.; Monteiro, C.A.; Bertazzi Levy, R. Ultra-processed food consumption and chronic non-communicable diseases-related dietary nutrient profile  in the UK (2008–2014). Nutrients; May 9, 2018. 5(587).  Doi: 10.3390/nu10050587.