In psychology ‘hedonics’ is “the ethical study of pleasure”.  When hedonics is studied as the science of creating and manipulating sensations associated with eating foods the “ethical” part is seldom if ever remembered.  Hedonics Research and development leads to foods that will grab you and won’t let go of you.  This desirable marketing outcome is about increasing sales and attaining high profits through giving people what they come to crave.  Such research thus promotes the discovery of highly palatable foods. Research is accumulating and raising the spectre that, regardless of intent by the designers, these highly palatable foods are actually addictive.