A newly published study has suggested that many ultra-processed foods are intentionally formulated to encourage addictive eating behaviours, drawing comparisons with the way tobacco products were historically designed to keep consumers hooked.

The research, published in The Milbank Quarterly, examined packaged snacks, sugary beverages, ready-to-eat meals, and numerous fast foods, concluding that these products are engineered to stimulate the brain’s reward system and encourage repeated consumption in a manner similar to cigarettes.

The study was conducted by researchers from the University of Michigan, Harvard University, and Duke University. Their findings question the long-held belief that unhealthy eating habits are primarily the result of poor personal discipline.

Leading the research, Professor Ashley Gearhardt, a clinical psychologist at the University of Michigan, said many ultra-processed foods are deliberately developed to maximise pleasure while reinforcing habitual consumption.

According to the researchers, these products share several similarities with tobacco products. Among those characteristics are formulations designed to intensify the brain’s reward responses, alongside extensive marketing strategies aimed at consumers.

Drawing on evidence from addiction science, nutrition research, and the history of tobacco regulation, the study argues that public health policies should place greater emphasis on improving the food environment rather than assigning responsibility solely to individual consumers.

“For decades, the emphasis has been on personal choice, but many of these products are intentionally designed to be difficult to resist,” the researchers said.

Gearhardt emphasised that while eating should not be equated with smoking, some modern ultra-processed foods are manufactured in ways that make moderation especially difficult.

She added that recognising how these products are engineered is an important step toward addressing increasing rates of obesity and other diet-related diseases.

The researchers also called for closer examination of food industry practices and stronger public policies aimed at reducing both the availability and aggressive marketing of highly processed foods, particularly those targeting young people.

They concluded that shifting attention away from individual blame and toward industry accountability could become an important strategy in reducing preventable chronic diseases associated with poor dietary habits.