The Hindu Business Line : Lip-smacking facts

How many times have you heard "We are what we eat" or "Your mood is your food"? In the past three decades, hundreds of studies have confirmed a link between certain foods and one's mood.

And, there is good news for ice cream lovers. According to an international study conducted by neuroscientists at the Institute of Psychiatry in London, a spoonful of ice cream lights up the same pleasure centre in the brain as winning money or listening to favourite music does.

People from varied age groups were given vanilla ice cream to eat before getting an MRI — magnetic resonance imaging — scan done. An MRI scan detects the regions in the brain affected by changes in the levels of blood oxygenation.

After scanning the brains of people who ate the ice cream, scientists found an immediate effect on the orbitofrontal cortex. This is the "processing" area of the brain that gets activated when people enjoy themselves.

Unilever, which manufactures and markets Kwality Walls in India, commissioned the research. The findings place ice cream in a select group of feel-good foods that have previously been written off as foods to limit or avoid. The iced treat is not only yummy but has positive memory associations with good times. As the name suggests, ice creams are semi-frozen blend of sugar, milk solids and vegetable fat. Says Milind Pant, Marketing Manager, Kwality Walls India, "Once the basic ingredients are blended we give our ice creams a flavour by supplementing them with chocolate, cocoa powder, cakes, cookies and fresh or dry fruits."

Kwality Walls was launched in the country in 1995. Since then the company has launched a range of ice creams.

All-time favourite

According to Pant, Kwality Walls sells roughly 300,000 ice cream pieces daily, with vanilla being the all-time favourite flavour. However, innovations have caught on and people with adventurous palates are not averse to trying different flavours.

Sandeep Madan, General Manager - Marketing, Nirula's, says ice creams like the Hot Chocolate Fudge, Banana Split Sundae, Jamaica Almond Fudge, 21 Love (vanilla with chunks of chocolate), are becoming popular among youngsters. Established in 1934, Nirula's is a chain of family-style restaurants and ice cream parlours that develop and market 21 unusual ice cream flavours.

"Our ice creams are slightly more expensive. A scoop costs Rs 30, whereas tubs are priced at Rs 95. Ice-cream shakes and sundaes cost between Rs 45 and Rs 75," says Madan.

He adds that the prices are in keeping with the clientele and an increase in the spending power of the country's middle-class. "Our clients include all age groups, from tiny tots to older people, who enjoy a simple cup of vanilla."

Kwality Walls ice creams start at Rs 5 for a small biscuit-based vanilla ice cream to Rs 25 for a cone filled with creamy chocolate.

Says Dr Sameer Parikh, Consultant Psychiatrist, Max Healthcare, "One needs to understand why people are fond of ice cream. Apart from the taste and presentation, people correlate this food with fun and enjoyment. Also, since one tends to generally share ice creams with family and friends, the feeling of happiness builds up."

However, he warns that though there is no danger of getting addicted to ice cream, it cannot be used as a means to cure depression. "It simply elevates the spirits a bit when one is low but cannot be used as a therapy."

Dieticians also sound a warning note against excessive intake of ice cream. Says Dr Meenakshi Saran, Dietician at Delhi's GM Modi Hospital, "In a country like India where obesity and diabetes are rampant it's best to eat ice cream in moderation because it has high calorie content. The unsaturated fats and sugar can lead to high cholesterol and cardio-vascular diseases."

Delicious and refreshing

Ice cream makers refute this by saying that an 80 ml tub of vanilla has only 74 calories as opposed to 100 gm of rasmalai which would have 260 calories or a bar of chocolate containing 300-500 calories. "Ice cream actually has one-sixth of the calories that Indian sweets have," says Pant.

"They are made up of dairy products which are rich in proteins, calcium and vitamin A and may complement a child's diet if given up to thrice a week," says Dr Saran.

Adds Dr Ajay Sharma, Consultant Dental Surgeon, Max Healthcare, "If people brush twice daily, rinse their mouth after eating ice cream and visit the dentist at least once a year for routine oral examination then I don't see any reason why one cannot eat ice cream."

Yes, there are many reasons for eating an ice cream. Whether you're feeling irritable or blue, this is one sinful treat that can lift your spirits and may actually help you to feel good. Try it out!

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