But it tastes good!

Food has to taste good. In all my years of consumer research, I have never heard anyone say that they would choose a food that didn't prioritize taste over all other factors. Taste is a must, and is a cost of entry to market a food product. If it doesn't taste good, no one will care enough about convenience or health to keep a food product on the grocery shelves or likely anywhere for that matter. 

We all have different taste preferences. 

Many are cultural. What we are raised on matters because for kids, what we know and associate with family and positive emotions impact choices for life.

Our tongues have a print just as a finger has a print that is unique to us. While our basic tastes are common, the extent to which they impact us is not necessarily. We all likely know someone with a "sweet tooth" or who doesn't eat vegetables because they "taste too bitter". 

There are many other tastes beyond the basic 5 of sweet, sour, bitter, salty, and, umami. Think of all the different spices and foods you have preferences for. 

However, the basic tastes are just that because they relate to our survival. We are hard-wired to crave them when insufficient in our diet. We know we are thirsty when our bodies are dehydrated. Why do we crave chips? Often because our bodies need salt to retain our fluid balance. We salivate when we see or smell delicious desserts high in fat and sugar. Our brain knows these are required for energy. We may crave citrus after eating meat to aid digestion and balance our body pH. We may crave meat or cheese for the protein needed for our muscles. When we learn to listen to our body well, we learn to maintain health. 

When we listen to the latest study or trend we may be causing harm or throwing out our money. Often the trends may have some foundational science behind them but that doesn't mean you should blindly follow them. Typically, people are unaware of the source of the science or the context. 

Follow me here or @foodfitter to learn more inside information on the journey of food and how it impacts your health.