The calorie-free version fails to activate a reward area of the brain(Image: Patrick Norman/Fancy/Plainpicture)
From New Scientist:
CONTAINS zero calories! Countless soft drinks are emblazoned with that slogan as a come-on for those of us locked in a never-ending battle to rein in a spreading waistline. Calorie-free sweeteners certainly have a lot to offer. Food and drink manufacturers have become so good at blending sugar substitutes into their products that it can be almost impossible to tell them apart from the real thing - sucrose - in taste tests.
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