The Big Secret: Why Fast Food Is So Hard to Resist – and How You Can Take Back Control

Ever tried to cut back on fast food, but found it’s much harder than you thought? Well, you’re not alone.

New research shows nearly half of UK adults planned to cut back on fast food this January, but over a third slipped back into old habits within just a few weeks. That doesn’t mean people lack willpower. It reflects the way a lot of fast foods are carefully designed to hit our taste and reward systems, keeping us coming back for more.

UCL economists at Bloomsbury Policy Lab estimate that diet-related health conditions linked to the fast food industry cost the British healthcare system £67 billion a year. This includes long-term conditions, including obesity, type 2 diabetes and cardiovascular disease — conditions that put pressure on health services and affect quality of life across communities.

At Gousto, we think everyone deserves to understand what’s really in their food, and to feel empowered to make choices that work for their lifestyle, health goals and budget. So here’s a look at what’s going on behind the scenes and how small changes can make a big difference.

The Science Behind Those Fast Food Cravings

Fast food isn’t just meant to taste good. It’s designed to drive cravings and overconsumption.

Lots of popular fast food meals are carefully formulated to hit what food scientists call the “bliss point”: the perfect balance of salt, sugar and fat that gives you maximum pleasure while delaying feeling full. This combination activates the brain’s reward system, releasing dopamine (the same chemical linked to motivation and habit-forming behaviours), which can encourage repeat bites and repeat orders.

Registered Dietitian Clare Thornton-Wood puts it simply:

“When people struggle to cut back on fast food, it’s rarely about a lack of willpower. Many meals are engineered to stimulate the brain’s reward system, making moderation harder, especially for people trying to eat more healthily. The challenge isn’t the individual, it’s the food environment they’re navigating.”

On top of that, many fast foods are ultra-processed and contain long ingredient lists, flavour enhancers and textures designed to be eaten quickly and easily, all of which can make it harder to tune into your natural hunger and fullness signals.

The good news? Understanding how this works puts the power back in your hands.

1 Opinium survey commissioned by Gousto, conducted of 2,000 UK adults between 16.12.25 and 19.12.25.

2 *Figure sourced from Bloomsbury Policy Lab Ltd. The Economic Burden of Ultra-Processed Food and Addictive Fast-Food Consumption on the British Healthcare System: A Scoping Review. January 2026 Report.

Why Clear Food Information Matters

Most of us know that too much salt, sugar and saturated fat isn’t ideal. But research shows many people suspect their favourite fast food takeaways are even less healthy than they realise, and almost half wouldn’t know where to find clear ingredient information if they wanted it.

That’s why Gousto is calling for clearer, more accessible ingredient information across the food industry, so everyone can quickly understand what’s in the foods they buy and make informed choices without needing a nutrition degree.

When information is transparent and easy to understand, it becomes much simpler to balance convenience with your wellbeing.

Convenience Doesn’t Have to Mean Compromise

We strongly believe that convenience shouldn’t come at the expense of health.

Cooking from scratch with fresh ingredients doesn’t need to be complicated, time-consuming or expensive. With the right tools and recipes, it can be just as quick and far more satisfying and rewarding than a fast food takeaway.

That’s where Gousto comes in. We make it easy and convenient to cook delicious meals from scratch at home, with:

• Fresh, quality ingredients delivered to your door
• Simple, step-by-step recipes anyone can follow
• Plenty of meals ready in just 10 or 15 minutes
• Great value compared to ordering in

By removing the friction of meal planning, shopping and portioning, we make healthier choices easy, even on the busiest weeknights.

Love Fast Food Takeaways But Don’t Want to Compromise on Your Health? Meet Our Fakeaway Heroes

If you love the flavours of your favourite takeaways but want a more nutritious, more affordable option, our Classic Fakeaways range is the perfect place to start.

Think homemade versions of your go-to comfort foods — packed with flavour, made with fresh ingredients, and on the table in around 30 minutes. Even better? They’re usually cheaper than a Deliveroo order and without any mystery ingredients.

It’s the taste of a fast food takeaway, without the tricks.

Small Changes, Big Impact

You don’t need to give up every indulgence or become a perfect cook overnight. Cooking from scratch just a few more times a week can:

• Help you understand exactly what’s going into your meals
• Support better energy, balance and portion awareness
• Save money over time
• Build confidence and enjoyment in the kitchen

Most importantly, it puts you back in control.