Female Sprague-Dawley rats were given an opportunity to eat chocolate cake mix (CCM) using a common brand of cake mix, while standard laboratory food was also available. They took large amounts of the CCM, often taking more than 20 g in 24 h. Some animals were given a single injection of 1 of 6 doses of estradiol valerate (ranging from 0.09 to 10.0 mg/kg) and others were given vehicle. Estradiol valerate provides for sustained release of estradiol. Those receiving estradiol ate more than those receiving vehicle at doses larger than 0.09 mg/kg. Further, with a dose of 10 mg/kg, greater intake among estradiol-treated females was apparent 2 months post-injection. Methodological issues of neophobia and conditioned avoidance were addressed in the study's design and may explain why increased intakes were observed here in contrast to the consensus that estradiol reduces food intake.