SOURCE: MaggieMoo's International

March 03, 2006 12:58 ET

Scientists Discover Ice Cream Appeals to Both Brain and Taste Buds

COLUMBIA, MD -- (MARKET WIRE) -- March 3, 2006 -- Few foods conjure up nostalgic memories, and give us that "just what I needed" feeling, like ice cream. Whether it's classic, time-tested flavors like vanilla, chocolate, and strawberry, or creative new flavors like Better Batter and Chai Tea -- two modern favorites at MaggieMoo's Ice Cream & Treatery -- no food or dessert hits the spot like a scoop of smooth and creamy ice cream.

But it took scientists at the Institute of Psychiatry in London to determine that this enjoyable feeling is, in fact, rooted in reality. Scientists at the Institute have demonstrated that ice cream has the ability to stimulate the pleasure zones in the brains of those who savor it. Using before-and-after tests, scientists showed an immediate effect on parts of the brain known to activate when people enjoy themselves, including the orbitofrontal cortex, considered the "processing" area at the front of the brain.

After the more-than-willing participants ate vanilla ice cream, scientists used magnetic resonance imaging (MRI) to detect regions in the brain affected by changes in levels of blood oxygenation. These changes indicated enjoyment -- similar to the pleasure experienced by people who have just won a jackpot or are listening to their favorite music.

Armed with scientific evidence and an armful of industry ice cream awards, Jon Jameson, CEO of MaggieMoo's International, contends, "No wonder our fans are so dedicated -- MaggieMoo's fresh, super-premium ice cream appeals to both your brain and your sweet tooth."

About MaggieMoo's Ice Cream and Treatery

Based in Columbia, MD, MaggieMoo's International currently operates more than 180 Treateries across the nation. Each location features a menu of freshly made premium ice creams, mix-ins, smoothies, the country's first ice cream cupcakes and custom ice cream cakes. MaggieMoo's chocolate, dark chocolate, vanilla, vanilla bean and strawberry ice cream flavors all have been awarded The National Ice Cream Retailers Association's prestigious Blue Ribbon Award, for taste, texture and overall appearance for eight years running. MaggieMoo's is the only national retail concept to win all five awards.

Contact Information