Consumer responses to an off-flavor in juice in the presence of specific health claims

Adult US subjects (n=78) tasted and rated three juice samples containing 0, 0.3, and 0.6% KCl blind and informed. Three subgroups were informed that the juices contained functional ingredients to improve either (1) physical endurance and energy (2) mental alertness and memory, or (3) mood and emotional well-being. A control group received no information. Degree of liking and likelihood of consuming the juice once, twice or four times a day, for a total of four or 16 times, were rated. Adulteration with KCl decreased all ratings of liking, while information about health benefits increased ratings of liking in subgroups 1 and 2. Likelihood of consumption decreased with increasing KCl, with the increasing number of times per day, and with total dose regimen. The data suggest that the consumption of a functional food will be inversely related to the severity of off-flavor and to the required frequency and duration of consumption. No support was found for the notion that a slight off-flavor is a positive marker of health benefits to consumers.