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The physiological effects of hot sauce on the brain 

"Once you get into hot sauce it's like a drug. Your brain perceives the heat as pain, so it releases serotonin and that's why people get addicted to it. The natural painkillers follow pain with pleasure and gradually you build a tolerance to it so you need hotter and more of it in order to get the same effect. I mean, it definitely puts me in a good mood!"

Noah Chaimberg quoted on Greenpointers.com about the opening of his specialty store Heatonist Hot Sauce Tasting Room in Brooklyn, New York. The store will offer more than 150 all-natural hot sauces from around the world. Its online store (www.heatonist.com) is developing an app to help people choose the right hot sauce for them.

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