Cp aricle by michael moss the extraordinary science of junk food. Salt, sugar & fat michael moss. Cbc doc on addicive food (11 minutes) htp://www. youtube. com/watch?feature=player_embedded&v=4cpdb78pwl4. Lab rats fed fruit loops & loved it. Rats on electrical shocks will go for sugar. Rats taken off sugar = signs of withdrawal. Annual budget split between taxpayers/food corp. i. ii. iii. Food industry gets privileged access to center & labs. Bliss point: the precise measure of sweetness no more, no less that makes food and drinks more enjoyable. It"s the opimum concentraion at which sensory pleasure is maximized . Discovered infants born with sweet tooth, salt takes ime to develop. Only challenge for food corporaions: find that bliss point to get people eaing and drinking constantly. Grocery store lingo of new lavors and colors are called line extensions . Howard moskowitz mathemaician and experimental psychologist. Malcolm gladwell ted talk about moskowitz the mind knows not what the tongue wants .