A perfect example of an hyperpalatable food

Cheez-Balls.jpg

Planters hasn't made Cheez Balls for over a decade. If you're a Gen-Xer or older Millennial I bet your social media feed is packed with posts about the limited edition run that Planters is doing this summer bringing back the original Cheez Balls.

I also bet that when you saw that picture, something triggered your brain and you started craving that weird addictive chemical taste Cheez Balls are known for. I know you've eaten a whole can of these in one sitting. You can't stop once you start - even when you're feeling sick.

You're not craving them because there's any food there, it's just oil, starch, and coloring:
DEGERMINATED YELLOW CORN MEAL, SOYBEAN AND/OR CORN AND/OR CANOLA OIL, DRIED CHEESE BLEND (WHEY [FROM MILK], SEMISOFT CHEESE [PASTEURIZED MILK, CHEESE CULTURE, SALT ENZYMES], SUNFLOWER OIL, LACTOSE, MODIFIED FOOD STARCH, MALTODEXTRIN, WHEY PROTEIN CONCENTRATE, SALT, SODIUM PHOSPHATE, NATURAL FLAVOR, CITRIC ACID, LACTIC ACID, YELLOW 6, YELLOW 5, ANNATTO [COLOR]).

Even as I was writing the blog post, Amy looks over my shoulder and saw the picture and said "Cheeeeez Ballllls!" (just like Homer Simpson would have said it). When I told her that they haven't been in production for 12 years and she wanted to hop in the car and head to King Soopers immediately. 

Food companies purposely short circuit your biology so that you crave their nonfood items more than real food. If you're feeling strangely compelled to run to the grocery store and stock up on Cheez Balls right now, that's perfect evidence of the long-term brain rewiring that the food companies do. They are permanently messing with your brain. Unless you were already a hoarder, with a stockpile of the for WTSHTF you haven't had these in over 10 years. Yet seeing the picture of the can is enough to make you crave it. 

It's a real struggle to eat healthy in our current food environment. But just like you'd tell a drug addict to not go back to crack or heroin, don't go buy those Cheez Balls!

Michael Deskevich