My Eyes Were Glued to the Candy. Food Controlled Me.

When I worked in consumer marketing years ago, we conducted in-person focus groups to get people’s feedback on things like product names, logos, packaging, magazine ads and TV commercials.

The groups were held at a few different research facilities around the Bay Area. As a facilitator led a group, I sat with my teammates in a dimly lit client lounge and observed the participants from behind a one-way mirror.

While I found the feedback interesting and informative, attending the focus groups was pure agony.

You see, they involved a lot of food—food I had made off-limits.

Focused on the Wrong Thing
The client observation rooms were always filled with heaps of food, from pizza, chips, cheese and crackers to cookies, granola bars, candy and more candy.

I was so preoccupied with all the food surrounding me, I often found it challenging to concentrate on what the focus group participants were saying. 

At the time, I was deeply entrenched in diet culture and had a lot of food rules regarding what I could and couldn’t eat. Unless baby carrots were involved, most of the foods provided were on my forbidden foods list.

Internal Tug-of-War
While my teammates freely enjoyed the food, I struggled with a tug-of-war in my head.

On one end of the rope, my inner Diet Rebel voice was saying “Screw it! Just have a few handfuls! It’s no big deal! You can make up for it tomorrow.” 

Pulling with all its might in the other direction was my inner Food Police voice screaming “Stay away! It’s too many calories! Once you start eating, you won’t be able to stop!”

This internal battle happened not only at focus groups but at any situation involving food I considered bad, banned or risky. 

My food fixation was an all-consuming distraction, one that prevented me from being fully present and engaged with the world around me.

Eyes Glued
At one focus group in particular, I vividly remember eyeing a bowl brimming with M&M’s. My eyes were glued on that colorful candy all night long. I desperately wanted to toss a few handfuls into my mouth but doing so felt like a huge no-no.

Not only was candy frowned upon on my diet, I was also ashamed to be caught eating it in front of my co-workers, who had all at various times complimented me on my seemingly healthy habits, unwavering self-discipline and recent weight loss.

It wasn’t so much that I thought they would make negative comments. I was more worried about them teasing me, perhaps calling me out for cheating on my diet or jokingly saying something like “I can’t believe YOU are eating candy!”

Having what I perceived as an act of weakness witnessed and remarked on by others felt intolerable to me. 

However, once the focus group was over and everyone left the room, I hurriedly dumped a bunch of the M&M’s into my bag and ate them on my way home when no one could witness my transgression. 

I consumed the candy with such a sense of urgency that I hardly tasted it much less enjoyed it. Sneaking it felt more like satisfying an intense need to fill a hole, albeit temporarily, that years of deprivation had dug. 

Restriction Driving Fixation
Afterward, I felt pretty pathetic. Flooded with feelings of guilt and shame, I immediately made a plan to get back on track the next day.

What I didn’t understand at the time was that I didn’t mess up or do anything wrong. That I wasn’t weak or lacking willpower, discipline or self-control. 

I was human. And my behavior was a natural response to food deprivation and scarcity. 

My food restriction was driving my food fixation.

I would have been able to focus on the focus group if I wasn’t denying myself food. It would have been no big deal to eat the foods surrounding me if I wasn’t trying to adhere to a bunch of food rules that ignored my body's needs and desires. 

Control Backfires
Sadly, diet culture teaches us that if your eating feels out of control, you need to pull the reins in tighter and control it more. The opposite is actually true. 

The more you control your food, the more it controls you. 

The more you try to control your eating, the more likely you are to eat in ways that feel out of control and unsatisfying.  

When I ditched dieting and my food rules and started giving myself unconditional permission to eat whatever I wanted whenever I wanted, I stopped fixating on food.

I no longer feared being in situations where food was involved. Instead, I was able to be present, engaged and enjoy myself, my company—and the food.

I wish the same for you.

I Can't Keep Chips in My House. I Always Lose Control.

Do you have any trigger foods?
 
Are you afraid to keep certain foods in your house because you feel like you lose control with them every time you eat them? 

There is a very valid reason why some foods feel triggering.

Restriction.

If you’re like most people, your trigger foods are triggering because you are restricting them.

This was certainly the case for me when I was restricting food and following a bunch of food rules.

Natural Scarcity Response 
Potato chips are a common trigger food, so let’s use them as an example.

Let’s say you love potato chips but you rarely let yourself eat them because you consider them to be a “bad” food and every time you do allow yourself to have them, you feel completely out of control with them.

When you do break down and buy a bag, you can’t stop thinking about them sitting in your cupboard and you keep returning to the kitchen all afternoon for more until the last salty crumbs are licked off your fingers. Once the bag is gone and you’re full of chips and guilt, you decide the safest thing to do is to not eat them at all. 

“I can’t be trusted to have potato chips in my house! I’m never eating them again!” you proclaim to your friends who can all totally relate because, thanks to diet culture, they have trigger foods too.

But here’s the thing: 

When you don’t let yourself eat potato chips on a regular basis, you create a sense of scarcity and deprivation with them. 

The natural human response to scarcity and deprivation is to consume as much as possible of your restricted food when you do allow yourself to eat it. 

Basically, your very wise brain is thinking “I never get potato chips therefore I must eat as much as I can right now because I don’t know if I’ll ever have access to them again.”

On top of this, if you’re telling yourself while you’re eating the chips that you shouldn’t be eating them and won’t let yourself eat them again, you are amplifying the threat of scarcity and deprivation, which will further drive you to eat as much as you can right away. 

Unconditional Permission to Eat
If you want to stop feeling out of control with potato chips, you need to give yourself unconditional permission to eat all the potato chips you want whenever you want. 

This means stocking your kitchen with potato chips and freely eating them with meals, between meals, at breakfast, for dessert, however you desire.

This continuous exposure to your trigger food leads to habituation. 

The more you eat potato chips, the more you habituate to them. 

In time, their reward value and power over you will diminish and they will become ordinary and neutral—basically, no big deal.

The goal of habituation isn’t to no longer want your trigger foods, but rather to create a trusting, satisfying and peaceful relationship with them, one that’s free of fear, guilt and shame. 

Understandably Feels Scary
Giving yourself unconditional permission to eat your trigger foods can, understandably, feel pretty scary. 

It’s so helpful to understand that it’s completely normal to eat a lot of your trigger foods in the beginning of the habituation process because your brain is still operating in scarcity mode. It will take time for it to calm down and trust that it will have regular access to previously restricted foods.

This phase of making peace with food freaks a lot of people out, which is why it can be so helpful to get support, whether it’s from an Intuitive Eating counselor, coach, therapist or online community.

When working with my clients, we talk about various strategies that can help them with the habituation process so it doesn’t feel so overwhelming and send them running back to the land of restriction.

Once my clients start habituating to their trigger foods, they start to see that, despite what diet culture wants them to believe, they can trust themselves with any food, regardless of their history with it. Feeling this sense of trust and freedom with food is profoundly liberating.

Here's what my client Jenny had to say about her experience: 

"One of my biggest wins has been being able to have all types of food in my house. Before, I couldn’t have any sweets or baked goods at home otherwise I would just eat them all in one sitting. Having that stuff in my house and not bingeing on it has been a huge positive change. The day I started forgetting it was there was a big day!"

My Favorite Thing About Valentine's Day Was the Day After

When I was in college, my favorite thing about Valentine’s Day was the day after. 

My roommate and I would go to multiple stores and scoop up all the marked-down bags of conversation hearts. 

For days, we’d eat handful after handful of those chalky, pastel hearts until there were no more to be found anywhere in town.

Fat-Free Food Rule
I ate the candy with gusto not only because I enjoyed its taste (unsurprisingly, my favorite childhood candy was Necco Wafers) but also because it was fat-free. 

This was the fat-free era and like many others who were also following this latest diet trend, I had a food rule that my diet should contain as little fat as possible. 

Practically everything I ate was low-fat or fat-free from yogurt, cream cheese and ice cream to salad dressing, rice cakes and cookies (hello, Snackwell's!).

Since the conversation hearts contained zero fat, I was able to enjoy them without my internal Food Police berating me and making me feel guilty like it did when I consumed so-called "bad" foods.

Scarcity Mindset
Looking back at my love affair with conversation hearts, I can now see that another factor was at play: scarcity. 

Because the Valentine’s Day candy was only available for a few weeks a year, it triggered a scarcity mindset. (Unlike today, you couldn’t buy conversation hearts year-round online—internet shopping wasn’t even a thing yet.)

When something we need or desire is scarce or under the threat of scarcity, it’s a natural human response to want to get as much of it as possible as fast as possible before it’s gone. 

We’re simply trying to ensure our needs are met. Doing so feels essential to our safety and survival, even with something as unessential as conversation hearts. 

Understandably, we saw the scarcity mindset big time with many different things during the pandemic, especially in the early days when folks panicked over items like toilet paper. Many of us who never worried much about having enough toilet paper were suddenly frantically buying a ton more than we ever had before.

Spotting Scarcity
It’s helpful to understand when scarcity is playing a role with something you’re eating. 

Otherwise, you may mistakenly believe that you’re out of control, that you lack willpower and self-discipline, that you can’t be trusted with the food and should never have it again. After all, this is what diet culture teaches us to believe. 

The scarcity you’re experiencing may be intentional, such as purposefully restricting certain foods, like bread or sweets. 

It could also be unintentional, such as only having access to a particular food for a limited time perhaps due to supply shortages, budget constraints or a holiday item that only comes around once a year. 

If I had access to conversation hearts year-round and ate them whenever I wanted, my desire to consume bagfuls of them come Valentine’s Day would have been much less. 

By enjoying them on a regular basis, I would have habituated to them. Their novelty would have worn off and they wouldn’t have been such a big deal. 

While I may have still sought out marked-down bags the day after the holiday because I loved a good deal (still do!) and the colorful candy with its cute sayings, I likely wouldn’t have felt the need to buy every last bag since scarcity was no longer a factor.

Permission to Be Human
I encourage you to reflect on the role scarcity plays in your relationship with food. 

Can you recall a time when you experienced a scarcity mindset with a particular food? What was that experience like for you? 

Did you find yourself consuming a lot of it due to a sense of deprivation or out of fear that it was going away soon? If so, how did you respond? Did you feel out of control, guilty, ashamed or compelled to make up for it?

Knowing what you know now—that it’s natural human behavior to desire and eat a lot of something that’s scarce—can you treat yourself with understanding, grace and compassion when you experience scarcity eating in the future? 

Above all, can you give yourself permission to be human?