"Some of the largest companies are now using brain scans to study how we react neurologically to certain foods, especially to sugar. They've discovered that the brain lights up for sugar the same way it does for cocaine..."

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Much of the early work focused on dopamine and we were really looking for rewarding sorts of effects and sure enough, we only found that. But you can destroy the main dopamine-producing structures of the brain and you can still get an animal to self-administer drugs like cocaine.

— Carl Hart