“Our findings clearly demonstrate that intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals…The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus to lead to addiction.”
» Lenoir M, et al “Intense Sweetness Surpasses Cocaine Reward.” (2007) PLoS ONE 2(8): e698. doi:10.1371/journal.pone.000069.