"When you eat something loaded with sugar, your taste buds, your gut and your brain all take notice," Nicole Avena explains in this simple 5 minute animation.

This activation of your reward system is not unlike how bodies process addictive substances such as alcohol or nicotine - an overload of sugar spikes dopamine levels and leaves you craving more. 

The video confirms the age-old adage that sweets and treats should be enjoyed in moderation but now we know why: