The Impact of Added Flavor on Consumption via Hedonic Eating

The role of added flavor in hedonic eating and overconsumption is of growing interest, particularly in ultra-processed foods (UPFs). This study examined whether added flavor influences intake through hedonic mechanisms and how liking and impulsivity affect consumption. Thirty-eight adults (50% female, 50% male) participated in a taste test and ad libitum intake phase with four snack types (potato chips, ice cream, gummy bears, soda) in flavored and unflavored conditions. A two-way repeated-measures ANOVA revealed significant effects of flavor and snack type on intake (p < 0.001). Unflavored chips and ice cream were consumed more than their flavored counterparts, whereas flavored gummy bears were consumed more than unflavored. Impulsivity had no effect. Findings suggest added flavor does not always increase intake but may enhance consumption of bland foods. Future research should refine unflavored control selection and examine the role of familiarity in added flavor-driven hedonic eating and consumption.