Second, sugar has the ability to increase pleasure - yielding
opioids in the brain, similar to morphine and heroin, making one's sugar cravings often too strong to ignore.29 Julia Ross tells us in The Diet Cure, «For some
of us, certain foods, particularly ones that are sweet and starchy, can have a drug -
like effect, altering our brains» mood chemistry and fooling us into a false calm, or a temporary energy surge.