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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 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 ( is developing an app to help people choose the right hot sauce for them.


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