Even though data researchers seem to think that the pumpkin spice latte craze is fading away, let's get real: Those delicious lattes aren't disappearing anytime soon, especially now that there's a not-so-secret Orange Sleeve Society dedicated to them. And now there's science to explain everyone's obsession, proving that every time you drink a PSL, you trick your brain into believing every sip is pure perfection.
An infographic designed by the Institute of Food Technologists (IFT) for Business Insider reveals that, even though Starbucks has added real pumpkin to the recipe, there's only about 10 percent of it hanging out in your drink. So if you thought the drink was healthier now, you're wrong. There's not nearly enough real pumpkin to alter the latte's nutritional value. As for other 90 percent, it's just a blend of synthetic chemicals. Yum.
Those chemicals are the root of this brain-tricking mechanism. Designed to mimic the taste of cinnamon, nutmeg, and other autumnal spices that fall food lovers can't get enough of, this specialty drink fools us into thinking we're virtually drinking pumpkin pie. And you can thank you the flavor receptors in our taste buds and nose for that because they can't tell the difference between, say, real cinnamon and cinnamic aldehydes (the synthetic version). This how Starbucks got away with selling completely artificial—yet somehow wildly popular—PSLs for so long.
IFT's food scientist, Kantha Shelke, Ph.D., goes on to explain that in order for our brains to associate what we're tasting with the flavors of pumpkin pie (and thus all the warm fuzzies we feel during the holidays), you only need 5 to 10 percent of natural ingredients. Hmm. At least Starbucks for chose 10 percent over five, right?
Oh, and don't forget that the pumpkin in a PSL isn't all-natural pumpkin. It's puree, which includes a blend of pumpkin, condensed milk, and sugar—plus myriad other juices, flavors, and preservatives. Sugar is likely what keeps us coming back for more, as it activates the pleasure centers of your brain and temporarily manages stress in the same way alcohol can after your body releases the calm-down hormone, serotonin, and the I'm-being-rewarded-so-give-me-more hormone, dopamine. Maybe it's best to cut out those manufactured effects and make your own PSL at home.
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