"The ugly truth is that millions of Americans are hooked on foods that stimulate the body's internal pleasure system. They give us that feeling of reward that calls us back for more: it's a biological response and the food makers know this. They actually have what they call 'the bliss point': they know just how much sugar salt and fat will set off the pleasure centres in your brain, the same areas that light up in an MRI if they give you cocaine. ... We need to talk freely and without judgement about these fearsome fearsome issues - about food, about fat, and about body image. We need to have a no-holds-barred conversation... to help us all find ways to tackle one of the biggest problems that's standing between us and a healthier America."