Ultra-processed foods such as Coca-Cola-flavored Oreos are hijacking the brain’s reward system much like cigarettes do, researchers report, warning that engineered novelty and familiarity drive overconsumption and rising health risks.
an example of how Ultra-Processed Foods Hijack Brain reward pathways. Researchers say brand mashups and flavor crossovers stimulate curiosity while tapping into consumer nostalgia, a combination that encourages people to eat more than they intend.
Foods including Oreo cookies and Coca-Cola soft drinks have recently appeared in limited-time crossover flavors, including Coca-Cola-flavored Oreos and Oreo-flavored Coca-Cola, introduced in 2024. Scientists say such products reflect a broader strategy within the ultra-processed food industry.
Researchers Link Ultra-Processed Foods To Tobacco Tactics
The study compares ultra-processed foods, often called UPFs, to cigarettes in how they are engineered and marketed.
“Tobacco cigarettes and UPFs share many key features: both are industrially engineered substances that deliver powerful sensory experiences,” the researchers wrote. In some cases, they added, both types of products were produced or owned by the same corporations.
During the 1980s, tobacco companies, including Philip Morris and R. J. Reynolds acquired major food brands such as Kraft Foods and Nabisco. Public health experts have long argued that food companies adopted tactics similar to those used to market cigarettes.
The researchers say both cigarettes and UPFs deliver a rapid dose of active compounds, nicotine in tobacco, refined carbohydrates and fats in processed foods, to maximize repeat use. The sensory cues of taste and smell further reinforce cravings.
“The highs are intense but brief, which encourages repeated consumption,” the authors wrote.
Dopamine Response Drives Repeat Consumption
Ultra-processed foods are formulated to be highly palatable, often containing high levels of salt, sugar, and fat while lacking fiber and essential nutrients. Scientists say these combinations trigger strong reward signals in the brain and stimulate the release of dopamine, a neurotransmitter linked to pleasure and reinforcement.
According to the study, UPFs now account for more than half of the American diet. Researchers warn that frequent consumption disrupts gut bacteria, promotes inflammation, and contributes to overeating.
Dr. Ashley Gearhardt, a food addiction researcher at the University of Michigan who was not involved in the study, said the findings align with existing evidence. “We see parallels in how these products are engineered to maximize reward and minimize satiety,” she said. “That makes it harder for people to regulate intake.”
Health agencies have linked high consumption of Ultra-Processed Foods Hijack Brain to increased risks of obesity, heart disease, Type 2 diabetes, and certain cancers. Several large observational studies also associate UPFs with premature death.
Endless Product Variations Sustain Consumer Interest
The study says manufacturers rely on constant innovation to sustain demand. Minor changes in flavoring, aroma, or texture create the perception of new products while maintaining similar nutritional profiles.
“Minor tweaks to flavoring agents, aroma compounds, or texture modifiers yield a wide range of seemingly new products,” the researchers wrote, citing examples such as sour cream and onion chips, barbecue chips, and hot honey chips.
Public health advocates argue that the strategy mirrors cigarette marketing, which historically introduced variations to maintain consumer interest without altering core ingredients.
In a statement, a spokesperson for Coca-Cola said the company offers a range of beverage choices, including low- and no-sugar options, to meet consumer preferences. Oreo’s parent company, Mondelēz International, has previously said it is committed to responsible marketing and transparency.
The study’s authors call for stronger public health policies, including clearer labeling and marketing restrictions, to reduce overconsumption of Ultra-Processed Foods Hijack Brain.
“Understanding how these products exploit human biology is critical,” the researchers wrote. “Without intervention, intake is likely to remain high.”
