Tag: Big

Big Food exploits our deepest instinctsBig Food exploits our deepest instincts

Robert Goldstein, a hedge fund manager in New York, was getting huge cravings for sweets when he came across a tropical plant called Gymnema sylvestre that works a little like methadone for heroin addicts.

Compounds extracted from the woody vine keep the brain from getting overly excited for sugar by disabling the sweet receptors on the tongue. For an hour or so, brownies and doughnuts and Oreo cookies all taste like putty, which helped Goldstein control his cravings so well that he put the plant’s extract into little white pills, which he named Sweet Defeat. Said one review: “It’s like

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