Sugar

The major currency of our reward system is dopamine, an important chemical or neurotransmitter. There are many dopamine receptors in the forebrain, but they're not evenly distributed. Certain areas contain dense clusters of receptors, and these dopamine hot spots are a part of our reward system. Drugs like alcohol, nicotine, or heroin send dopamine into overdrive, leading some people to constantly seek that high, in other words, to be addicted. Sugar also causes dopamine to be released, though not as violently as drugs. And sugar is rare among dopamine-inducing foods. Broccoli, for example, has no effect, which probably explains why it's so hard to get kids to eat their veggies. Speaking of healthy foods, let's say you're hungry and decide to eat a balanced meal. You do, and dopamine levels spike in the reward system hot spots. But if you eat that same dish many days in a row, dopamine levels will spike less and less, eventually levelling out. That's because when it comes to food, the brain evolved to pay special attention to new or different tastes.