I remember an ad I once saw on TV about some snack, and the tagline was something like "you can't eat only one". I can't remember the product, though...
One example I have in mind about products being made like this is Nestlé's Extreme ice cream cones. They're fairly sugary throughout, but right at the end there's a small "chocolate bomb", super sweet, that just gives you that "I have to have another one" craving.