... an edible shell that goes crunch followed by something soft or creamy and full of taste-active compounds. This rule applies to a variety of our favorite food structures -- the caramelized top of a creme brulee, a slice of pizza, or an Oreo cookie -- the brain finds crunching through something like this very novel and thrilling.
I brought him two shopping bags filled with a variety of chips to taste. He zeroed right in on the Cheetos. "This," Witherly said, "is one of the most marvelously constructed foods on the planet, in terms of pure pleasure." He ticked off a dozen attributes of the Cheetos that make the brain say more. But the one he focused on most was the puff's uncanny ability to melt in the mouth. "It's called vanishing caloric density," Witherly said. "If something melts down quickly, your brain thinks that there's no calories in it ... you can just keep eating it forever."
The Naturally Botanicals Team