80% of packaged food contains added sugar, which makes it a pretty difficult substance to avoid. When we consume sugar, it lights up the pleasure centers in the brain and makes us feel good. A chemical called dopamine gets released which is why we experience this pleasurable sensation. We, of course, enjoy this feeling and continue to seek out more sugary foods (even if it’s a hidden sugar!). It’s this control of the brain’s reward and pleasure centers that make sugar so addictive and hard to give up. So, if you’re consciously trying to quit sugar, make sure you’re not sabotaging your efforts by consuming foods with lots of hidden sugar Sugar has been used as a base ingredient for centuries as a way of enhancing flavors in many foods we?d expect it to be in such as baked goods, candy, cookies and more. However, various foods have had more and more hidden sugars added to them over the decades to make them tastier and to ensure we will keep coming back and buying more. The perfect amount of added sugar to increase the sweetness of a product to just the right level, where it isn?t too sweet but is just sweet enough that we?ll keep coming back for more, is known as the ?bliss point? within the food industry.