If you thought salted caramel flavour is just a flash-in-the-pan food trend, think again.
Scientific evidence proves we find the combination of salt, sugar and fat utterly irresistible.
Researchers at the University of Florida tested salted caramel on 150 participants and found that when we taste something sweet, salty or fatty, the brain releases endogenous opioids. So you can imagine how all three elements affect our brains. We become addicted.
According to the Independent, marketing analysts Dr Cammy Crolic and Professor Chris Janiszewski revealed that eating salted caramel causes a phenomenon called ‘hedonic escalation’.
“Hedonic escalation is more likely to occur when a palatable food consists of a complex combination of flavours, and a person is motivated to taste additional flavours on each successive bite,” the researchers write.
“Hedonic escalation can also increase consumption and influence food choice,” they said.
So you can let yourself off the hook the next time you reach for your second salted caramel chocolate. Your brain simply can’t help itself.