Why do we love sugar so much? Many scientists believe our love of sugar may actually be an addiction. When we eat or drink sugary foods, the sugar enters 5 our blood and affects parts of our brain that make us feel good. Then the good feeling goes away, leaving us wanting more. All tasty foods do this, but sugar has a particularly strong effect. In this way 10 it is in fact an addictive drug, one that doctors recommend we all cut down on