Food flavour is generally made up of taste (chemical effect), aroma (chemical effect), texture while chewing (physical effect), and appearance (psychological effect as it contributes to your expectations of how the food will taste).
I believe most people above have already hit the nail on the head saying that we crave high caloric content and in general things with high sugar (universal sweetness), fat (high calories per gram, a flavour/aroma carrier and adds creamy texture), and salt (a flavour enhancer promoting volatility of flavour compounds and potentiating taste receptors to have greater sensitivity although there are no calories from salt being a mineral!). All flavour comes from small molecules (aromas, sugars, fats, salts, peptides) as large molecules (proteins, starches, gums and other polysaccharides) will be bland due to being non-volatile and too large to attach to taste receptors, but do contribute to food texture in pastiness (water-binding by starch) or gelation (water-trapping by gums).
The threory with fruit is that they do not want to be eaten when not ripe so are sour and bland in flavour. When ripe, enzymes have broken down polysaccharides and glycosides into sugars and flavour compunds making them sweeter, more flavourful and moist (due to hydrolysis) and hence softer in texture. Ripeness is when the fruit has matured to where it is most reproductive, and it now it wants to be eaten by animals so the seeds can be carried to different areas before being passed through into feces.
Bitterness on the other hand is almost universally disliked and in fact it has the lowest sensory threshold of all five taste groups. This is because most poisons and toxins are usually bitter (eg. alkaloids), and generally bitterness is detected at the back of the tongue to cause gag reflex to bring up any toxins, while sweetness is detected at first at tip of tongue (more sweet taste receptors there) Some bitter compounds such as caffeine in coffee/tea, and hops extracts in beer can have an acquired taste with some people but are in dilute amounts and are generally masked by other ingredients.
In most cases, it is said that nutrition will be promoted by a balanced diet meaning consumption of a variety of foods (fruits and vegetables with healthful phytochemicals and antioxdants), high in vitamins and certain minerals, with moderation to calorie-dense foods with little else. Cola is not unhealthy for you in the sense that it does not have anything harmful to your body (OK high sugar and phosphoric acid can help rot teeth), but really it supplants the consumption of healthier drinks such as natural juice and milk.