India, Oct. 16 -- The world has long known how cigarettes hijack the brain. Light one, inhale, and the nicotine hit is instant. Within seconds, the chemical acts on the brain to induce a pleasurable sensation-some report euphoria or heightened alertness; others, a sense of calm or satisfaction. Over time, the brain begins to crave this effect, leading to nicotine dependence. And despite the well-documented health risks, many users struggle to kick the habit.

Now replace the cigarette with a packet of chips or cookies. You open it, reach for one, and within seconds, your hand is back in the packet-much like the iconic tag line of Pringles' stackable chips: "Once you pop, you can't stop." The craving is rarely driven by hunger. A growing b...