1:08:00
and it blocks the opiate
receptors in the brain.
1:08:03
Heroin doesn't work.
He wakes up.
1:08:05
If I give that same drug
to a real chocolate addict,
1:08:09
a person just shoveling it in,
1:08:11
you find
the most amazing thing --
1:08:13
they lose much of their interest
in chocolate.
1:08:15
They take a bite,
they set it back down.
1:08:17
In other words,
it's not taste and mouth feel.
1:08:20
it's a drug effect of the food
within the brain
1:08:22
that keeps us coming back
again and again.
1:08:24
You're saying
that your mood goes up
1:08:26
once you start eating.
1:08:27
Lately, every time I eat,
I feel 100% better.
1:08:30
So it seems
like you're starting
1:08:32
to get addicted to it now.
1:08:59
McDonald's calls people
who eat their food
1:09:02
at least once a week
"heavy users."
1:09:05
Im not kidding.
1:09:06
72% of the people who eat
at McDonald's are heavy users.
1:09:09
They also have
another category --
1:09:11
the "super heavy user."
1:09:13
These people eat their food
1:09:15
three, four,
five times a week and up.
1:09:17
22% of the people
who eat at McDonald's
1:09:20
are super heavy users.
1:09:22
If you look at the menu
at a fast-food restaurant,
1:09:25
they use
all of the addicting components.
1:09:27
They'll take a slab of meat,
cover it with cheese --
1:09:29
cheese, of course, which is
filled with the casomorphins,
1:09:33
the opiates that are found
in the cheese protein --
1:09:36
and then they serve it
with a sugary soda,
1:09:39
which has
the addictive powers of sugar
1:09:41
with plenty of added caffeine.
1:09:43
Now, you might be
a 12-year-old kid.
1:09:45
Your brain is no match
for that combination.
1:09:47
In 2002,
McDonalds France
1:09:50
took out a full-page ad
in a French magazine
1:09:52
in which a nutritionist stated,
"there is no reason
1:09:55
to go to McDonald's
more than once a week."
1:09:57
McDonalds corporate
headquarters in the U.S.
1:09:59
freaked out, saying that
this is only one opinion,