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All calories aren't equal because of what happens next.

After consuming sugar, your insulin cycle leaves you wanting to consume more 20 minutes later.

After eating the calorific equivalent in an apple, your metabolic process is a smooth glide so you aren't triggered to consume more in the same way as sugar.

The mental health consequences are profound, because executive control of attention is a core component of self. Sugar interrupts concentration both on the high and the withdrawal.