You might be tempted to do so  if you happen to watch the latest Nabisco Cookie commercial for the “Chips Ahoy Chewy Gooey Cookies”  because… “they are crammed with joy.” In my counselling practice for women, I specialize helping clients overcome emotional eating and address the root causes of depression.

In these times of stress many individuals struggle with increased depression and anxiety. As you may know, when you’re depressed, your serotonin levels are low. Low serotonin levels in turn trigger cravings for refined carbohydrates like cookies or chocolate.

When advertising helps instill the belief that a cookie is “crammed with joy” is it any wonder that the rate of emotional eating related weight gain is also on the rise?

Let’s not forget that children watch TV as well.
(The cookie commercial is geared towards children)  Between the age of 4 to 10, children develop  their ability to think. How many of us think to point out to a 6 year old that a cookie is actually not crammed with joy? To the average adult it is just advertising that we tune out. But somewhere in our brain and somewhere in the developing brain of our children this message gets logged.

So let me repeat my earlier question. Is it any wonder that emotional eating, Food Addiction and obesity are on the rise?

If we take another look at the connection between serotonin levels and cravings we also need to remember that low serotonin levels affect how you feel about yourself. Anyone who has ever felt depressed will recall that they weren’t exactly bursting with self-esteem at the time.

One of the most common grievances accompanying low self-esteem that clients share with me is their fear of weight gain and feeling too fat.

It is a dilemma. Sugar does raise serotonin levels momentarily, so it would appear that the Chips Ahoy Chewy Gooey cookies are indeed “crammed with joy”.

Personally I think I would like the ad better if it ended with one of those rapid monotonous voices we recognize from drug commercials which could say “Some side effects may apply. Eat with caution when depressed. The intense flavor may trigger binge eating, overeating or continuous grazing until the box is empty. After effects may include and are not restricted to weight gain, self-loathing, feelings of powerlessness”.

Of course, there is nothing wrong with Chewy Gooey cookies. As I always say to my clients:
There are no forbidden foods as long as you eat mindfully. So the next time you have a cookie, do enjoy and savor the smooth creamy fudge in the middle.

Then consciously take a breath, connect with your body and check in to see if you really want another cookie. Perhaps you do. If you find yourself eating  more than a whole handful, ask yourself what you are really hungry for in this moment.

It may well be that you are looking for a little bit of joy. And that is ok. But remember that you can make a choice. You can eat more cookies, or take another breath, put down the cookies and take a moment to remember what else gives you joy. Maybe you like to hug your pet, kiss your child, play a game, do some gardening…

Now check in again with your body. What is truly going to meet your need for joy in this moment?

No matter what choice you end up making, be present with yourself and give yourself permission to truly savor the moment and your chosen activity.