Texture Matters. Why We Crave Ultra-Processed Foods

For many Americans, few things satisfy like the crunch of a fresh potato chip, the soft melting of chocolate, or the sizzle of a soda pop on our tongues. While we know these foods aren't healthy options - and may be dangerous to some - the textures and tactile experiences associated with processed foods play a significant role in our cravings for them.

And while many of us do our best to ignore our cravings for the most blatantly unhealthy, ultra-processed foods, many other grocery and meal options are still heavily processed, even if they appear healthy and are aggressively marketed as such.

Recently, a new study links our dietary habits and weight gain to the texture of the ultra-processed foods we consume. It was presented at a housing and nutrition conference hosted by the American Society for Nutrition in Orlando, FL, by a group led by Ciarán Forde, a professor at Wageningen University in the Netherlands.

On Ultra-Processed Food Textures and Weight Gain

In Forde's study, participants spent two weeks on two different diets, so each person was monitored for a total of four weeks.

Both diets contained more than 90% of calories in the form of ultra-processed foods. The term "ultra-processed," by the way, means foods crafted with ingredients not contained in the average kitchen. We mean sweeteners, stabilizers, emulsifiers, chemical preservatives and so on. Many ingredients are derived from foods but are not whole foods.

For the first two-week session, the "faster / softer" menu included dishes such as meatballs with mashed potatoes or a sandwich of cheese and butterhead lettuce on a soft wheat bun. On average, subjects ate about 50 to 60 grams per minute of these meals, probably because they are soft, require little chewing, and are swallowed easily. In other words, they "go down fast."

During the next two-week session, subjects were served dishes like fried noodles with beef strips and cabbage, and sandwiches of cheese and iceberg lettuce on a firm multigrain bun. These foods required more effort to chew, and these subjects ate them much slower, consuming about 30 grams per minute.

Note that participants were offered the same number of calories on either diet.

The menus were also matched in points like:

• Sodium
• Fiber content
• Portion size
• And a very high percentage of ultra-processed foods.

Subjects were instructed to eat as much as they liked until they felt full and satisfied.

Ultimately, people who ate the "slower" menu lost 0.43 kilograms (almost one pound) of body fat during the study. The study suggests that it took them longer to eat, and they were ultimately satisfied with less calorie intake. This study indicates that consuming soft, easy-to-swallow textures at mealtime may lead to overeating and weight gain.

Now, as a human with unlimited access to ultra-processed foods at every gas station fill-up, grocery store, and retailer checkout line, you are probably bombarded with the presence of, and advertising for, ultra-processed foods at every turn. In your lifetime, you've likely eaten quite a bit of it, so you are probably not surprised that tactile experiences like a soft texture, fast chewing or melting, and "swallowability," (not a real word, should be) lead us to devour too much food too quickly.

Food manufacturers are aware of this, too, and they spend a great deal of resources exploiting it.

How Much Do Processed Food Companies Spend on Texture Research?

Texture may be as important as taste when it comes to food selection. As of 2025, the food texture research market in the US is worth about $16.4 billion. Over the next decade, this market is expected to continue growing, with experts anticipating it will be worth $27.6 billion by 2034. That means potato chips will be crunchier, milkshakes will be more velvety, and frozen meals will be more likely to seem fresh.

For us consumers, that means we need to pay close attention to the foods we crave and the reasons behind them. When you do indulge in a less-than-healthy option, what forces drove you to do so? Is it the crunch? The saltiness? The way something seems to melt in your mouth?

Or were you just in a hurry to ease your hunger between work and the gym? Did you try a new ultra-processed food because you saw an ad on TV or social media?

By asking these questions and considering the answers, we can understand how we often get "played" by food manufacturers. We will begin to understand our motives when choosing a meal and discover healthier alternatives that check the same boxes for our appetites.

Everyone Indulges. Moderation Is Key

Our modern world moves fast. Ordering the occasional pizza or succumbing to your toddler's demand for chicken nuggets on a road trip is not an epic failure. If we celebrate them as unique occasions, they can be a part of a well-rounded diet and a happy, healthy lifestyle. (What would life be like without the occasional pizza or birthday cake, after all?)

Many professional nutritionists, successful dieters, and fitness gurus encourage consumers to occasionally indulge in their favorite foods. The idea is that an uncomfortable, dissatisfying nutrition plan is challenging to maintain for any meaningful length of time. No one will adhere to a diet if it sucks.

Moderation is key, however. It always helps to balance out the occasional indulgence with plenty of other healthful options throughout your week.

Try Laird Superfoods, We Make It Easy To Eat Better

Here at Laird Superfoods, we strive to offer convenient, better-for-you, and affordable food options for today's consumers. We know you are busy leading an active life, working and parenting from dawn until dusk. That's why we offer scrumptious, functional items that are easy to swap out with your other groceries. They really are delicious.

For instance, would you like more energy during the day? The next time you're feeling that midday slump, we invite you to try our healthy, energy-boosting coffees. Or add our amazing superfood sweet and creamy organic coffee creamers with functional mushrooms and adaptogens for that daily lift during times of stress.

Or, enjoy some plant-based protein bars. They're available in flavors you love, like peanut butter, blueberry & sunflower butter, or our cravings-killer, dark chocolate and sea salt.

Finally, we invite you to check out our Wellness Hub blog for more interesting nutrition news, and contact us directly if you have questions about our ingredients, packaging, or sustainability.

Sources

https://www.health.harvard.edu/blog/what-are-ultra-processed-foods-and-are-they-bad-for-our-health-2020010918605

https://nutrition.org/meeting/registration-and-housing/

https://www.precedenceresearch.com/food-texture-market