Cravings people have for ice cream are similar to those a junkie experiences for cocaine, a US study claims.
According to the study, published by the American Journal of Clinical Nutrition, the more ice cream an individual eats, the less "reward" they get.
Co-author of the study, Dr Kyle Burger, from the Oregon Research Institute, told The Daily Telegraph overeating high fat or high sugar foods appeared to change the way the brain responded to the food.
"This tolerance is thought to increase use, or eating, because the individual trying to achieve the previous level of satisfaction," he said.
"Repeated, over-consumption of high-fat or high-sugar foods may alter how the brain responds to those foods in a way that perpetuates further intake."