Consumers'' attitudes towards imported food products

The effects of country of origin on New Zealand consumers' perceptions of food product attributes, including nutritional value, safety, quality, taste, price, value for money, and environmental impact were investigated. A random population survey of shoppers (n = 315) compared attributes of food products from six countries to those produced in New Zealand. Principal component analyses were used to identify underlying dimensions of attributes and overall product perceptions. Subsequently, stepwise regression analyses were used to assess predictors of these perceptions. Consumers' perceptions differed according to product-related and intrinsic consumer factors. The penetration of imported products in the market, the level of economic development of the exporting country, and the similarity of the culture of the exporting country were key product-related influences. Ethnocentrism, consumers' interest in foreign cultures, income, education, age and sex were the main consumer factors which influenced their perceptions of foreign food products.     

Consumers’ expectation and liking for cheese: Can familiarity effects resulting from regional differences be highlighted within a country?

Consumers’ food choices are affected by various factors whose study is of interest for food industry. This paper aims to investigate the influence of familiarity on the expectation and liking of Maroilles cheese among consumers familiar and unfamiliar with the product in France. It specifically focuses on two elements of the familiarity: consumption frequency and knowledge and studies their interactions. A hedonic test on Maroilles cheeses was carried out with 305 consumers from Lille city (familiar with Maroilles cheese) and from Angers city (unfamiliar). The test included three conditions: blind (tasting without any information), expected (no tasting, presentation of the photo of the packaging) and informed conditions (tasting + presentation of the photo of the packaging). A questionnaire was also administrated to assess their socio-demographic information, theoretical knowledge and consumption habits related to Maroilles cheeses. Results show that, as expected, Lille consumers eat more Maroilles and show higher liking scores for this cheese than Angers consumers do. Lille consumers outperform Angers consumers on their knowledge score and an interaction between the levels of knowledge and exposure is observed: Lille consumers with the higher level of knowledge have higher expectations of Maroilles cheese than Lille consumers with the lower level of knowledge. This effect is not observed with Angers consumers. Moreover, consumers familiar with Maroilles based their hedonic judgment mainly on intrinsic cues (tasting) whereas consumers unfamiliar with Maroilles are more influenced by extrinsic cues (packaging). Familiarity affects how consumers use available information to form product quality judgement.     

An analysis of at-home demand for ice cream in the United States

Ice cream has been manufactured commercially in the United States since the middle of the 19th century. Ice cream and frozen dessert products comprise an important and relatively stable component of the United States dairy industry. As with many other dairy products, ice cream is differentiated in several dimensions. A censored translog demand system model was employed to analyze purchases of 3 ice cream product categories. The objective of this study was to determine the effect that changes in retail prices and consumer income have on at-home ice cream consumption. The analysis was based on Nielsen 2005 home scan retail data and used marital status, age, race, education, female employment status, and location in the estimations of aggregate demand elasticities. Results revealed that price and consumer income were the main determinants of demand for ice cream products. Calculated own-price elasticities indicated relatively elastic responses by consumers for all categories except for compensated bulk ice cream. All expenditure elasticities were inelastic except for bulk ice cream, and most of the ice cream categories were substitutes. Ongoing efforts to examine consumer demand for these products will assist milk producers, dairy processors and manufacturers, and dairy marketers as they face changing consumer responses to food and diet issues.     

Predicting insect density from probe trap catch in farm-stored wheat

Insect populations infesting wheat stored in four bins on two Kansas farms were monitored from early July 1996 through to the middle of January 1997. Estimates of adult insect density based upon the numbers of adult insects caught using probe traps differed from those based upon the number of insects found in grain samples. These differences were a result of differences in numbers of insects found and percentages of traps or grain samples with insects. Traps detected insects 15 to 37 d earlier than grain samples. The depth of traps below the grain surface tended to influence both the total number and species composition of the insects that were caught. Traps inserted with the top just below the grain surface collected an average of 1.9 times more Cryptolestes ferrugineus (Stephens), 1.2 times more Rhyzopertha dominica (F.), 4.1 times more Ahasverus advena (Waltl) and 77.4 times more Typhaea stercorea (L.) than traps inserted with the top 7.6 cm below the grain surface. However, trap depth did not have a significant effect on the number of R. dominica caught and on only 12 to 21% of sampling dates did trap depth have a significant effect on the number of insects of other species that were caught. Grain temperatures in three of the bins averaged 30°C during the first 70 d of storage and then decreased by 0.2°C/d. Grain in the other bin was initially more than 10°C warmer and grain temperature decreased by 0.2°C/d over the full storage period. The numbers of insects captured in traps decreased as grain temperature decreased even though grain samples indicated that insect populations were still growing. Thus, trap catches did not estimate insect population density consistently throughout the storage period. A method was developed in the current paper to adjust for the effect of seasonal changes in temperature on trap catch.     

Ambient and indoor particulate aerosols generated by dairies in the southern High Plains

The objectives were to quantify and size ambient aerosolized dust in and around the facilities of 4 southern High Plains dairies of New Mexico and to determine where health of workers might be vulnerable to particulate aerosols, based on aerosol concentrations that exceed national air quality standards. Ambient dust air samples were collected upwind (background) and downwind of 3 dairy location sites (loafing pen boundary, commodity, and compost field). The indoor milking parlor, a fourth site, was monitored immediately upwind and downwind. Aerosolized particulate samples were collected using high-volume sequential reference air samplers, laser aerosol monitors, and cyclone air samplers. The overall (main effects and estimable interactions) statistical general linear model statement for particulate matter (PM₁₀; particulate matter with an aerodynamic diameter of up to 10 μm) and PM_2.5 resulted in a greater mean concentration of dust in the winter (PM₁₀ = 97.4 ± 4.4 μg/m³; PM_2.5 = 32.6 ± 2.6 μg/m³) compared with the summer (PM₁₀ = 71.9 ± 5.0 μg/m³; PM_2.5 = 18.1 ± 1.2 μg/m³). The upwind and downwind boundary PM₁₀ concentrations were significantly higher in the winter (upwind = 64.3 ± 9.5 μg/m³; downwind = 119.8 ± 13.0 μg/m³) compared with the summer (upwind = 35.2 ± 7.5 μg/m³; downwind = 66.8 ± 11.8 μg/m³). The milking parlor PM₁₀ and PM_2.5 concentration data were significantly higher in the winter (PM₁₀ = 119.5 ± 5.8 μg/m³; PM_2.5 = 55.3 ± 5.8 μg/m³) compared with the summer (PM₁₀ = 88.6.0 ± 5.8 μg/m³; PM_2.5 = 21.0 ± 2.1 μg/m³). Personnel should be protected from high aerosol concentrations found at the commodity barn, compost field, and milking parlor during the winter.     

Optimal dairy farm adjustments to increased utilization of corn distillers dried grains with solubles

The purpose of this paper was to identify effective dairy farm management adjustments related to recent structural changes in agricultural commodity markets because of expanded biofuels production and other market factors. We developed a mathematical programming model of a representative dairy farm in New York State to estimate the effects of changes in the relative prices of important feed components on farm profitability, identify optimal adjustments for on-farm feed production, crop sales, and dairy rations that account for expanded utilization of corn distillers dried grains with solubles (DDGS), and point out potential implications of these adjustments on whole-farm nutrient planning. We mapped out an effective farm-level demand curve for DDGS by varying DDGS prices relative to other primary feed ingredients, which allowed us to compare DDGS utilization at alternative market conditions. Had the relative prices of major feed ingredients remained at their historical averages, our results suggest that there is only modest potential for feeding DDGS through supplementation in rations for dry cows and heifers as a substitute for soybean meal. However, the relatively lower DDGS prices experienced in 2008 imply an expanded optimal use of DDGS to include rations for lactating cows at 10% of the total mixed ration. Despite these expanded opportunities for DDGS at lower prices, the effects on farm net returns were modest. The most important considerations are perhaps those related to changes in the phosphorus (P) levels in the dairy waste. We showed that including moderate levels of DDGS (10%) in rations for lactating cows did not significantly increase P excretion. However, if the rations for dry cows and heifers were supplemented with DDGS, P excretion did increase, resulting in sizable increases of plant-available phosphorus applied to cropland well beyond crop nutrient requirements. Although our results show that it is economically optimal for the dairy producer to incorporate DDGS into these rations, some operations will be unable to accommodate the additional P because of existing nutrient management recommendations, soil P status, and the number of acres available for manure spreading.     

Effects of chronic environmental cold on growth, health, and select metabolic and immunologic responses of preruminant calves

The physiological response of the preruminant calf to sustained exposure to moderate cold has not been studied extensively. Effects of cold on growth performance and health of preruminant calves as well as functional measures of energy metabolism, fat-soluble vitamin, and immune responsiveness were evaluated in the present study. Calves, 3 to 10 d of age, were assigned randomly to cold (n = 14) or warm (n = 15) indoor environments. Temperatures in the cold environment averaged 4.7°C during the study. Frequent wetting of the environment and the calves was used to augment effects of the cold environment. Temperatures in the warm environment averaged 15.5°C during the study. There was no attempt to increase the humidity in the warm environment. Preventative medications or vaccinations that might influence disease resistance were not administered. Nonmedicated milk replacer (20% crude protein and 20% fat fed at 0.45 kg/d) and a nonmedicated starter grain fed ad libitum were fed to all calves. Relative humidity was, on average, almost 10% higher in the cold environment. Warm-environment calves were moderately healthier (i.e., lower respiratory scores) and required less antibiotics. Scour scores, days scouring, and electrolyte costs, however, were unaffected by environmental temperature. Growth rates were comparable in warm and cold environments, although cold-environment calves consumed more starter grain and had lower blood glucose and higher blood nonesterified fatty acid concentrations. The nonesterified fatty acid and glucose values for cold-stressed calves, however, did not differ sufficiently from normal values to categorize these calves as being in a state of negative-energy balance. Levels of fat-soluble vitamin, antibody, tumor necrosis factor-α, and haptoglobin were unaffected by sustained exposure to moderate cold. These results support the contention that successful adaptation of the dairy calf to cold is dependent upon the availability of adequate nutrition.     

Net flux of nutrients across the rumen wall of lactating dairy cows as influenced by dietary supplements of folic acid

The objective of the present study was to determine whether a dietary supplementation of folic acid, at levels used in our previous studies, would affect ruminal fermentation and the net flux of nutrients across the rumen wall of lactating dairy cows. Approximately 4 wk after calving, 5 lactating multiparous cows were surgically equipped with a ruminal cannula, an ultrasonic flow probe around the right ruminal artery, and indwelling catheters in the right ruminal vein and the ileocolic artery. Cows were fed a total mixed ration served in 7 equal meals per d (i.e., every 3.4 h). The experimental design was an unbalanced crossover arrangement with 3 periods of 4 wk each. The vitamin supplement, incorporated in equal amounts into each meal, was supplied at 0, 3, or 6 mg of folic acid per kg of BW per d. During the last week of each experimental period, blood samples were taken simultaneously from the 2 catheters every 30 min and rumen fluid was collected every 60 min during 2 consecutive meal intervals. Dietary supplementation with folic acid had no effect on milk production (27.2 ± 1.3 kg/d) or DMI (19.9 ± 0.7 kg/d), but milk concentrations and yields of total solids, fat, and protein increased linearly with increasing doses of folic acid ingested. Concentrations of folates in rumen fluid and arterial plasma, averaged over time, increased linearly with the dose of folic acid ingested but the net flux of folates across the rumen wall was not different from zero. Concentrations of butyrate in ruminal fluid decreased quadratically with the daily supply in folic acid. Dietary supplements of folic acid had no effect on pH and osmolality of ruminal fluid, nor on ruminal concentrations of lactate, ammonia, acetate, or propionate, total VFA, or microbial counts. The uptake of urea-N by the rumen wall tended to increase quadratically with the dose ingested but net fluxes of other nutrients were not affected by treatments. These results suggest that the effects of folic acid supplements on lactational performance cannot be explained by effects on rumen metabolism.     

Derived attributes as mediators between categorization and acceptance of a new functional drink

Previous research has given inconsistent results about how categorization influences hedonic ratings. This study used social representation theory to explore the role of categorization, derived attributes, and degree of liking in predicting acceptance, measured as post-exposure liking and preferred frequency to use a new functional drink. Two categories, “technological” and “natural”, were offered as verbal–visual information, characterizing opposite themata of social representation of new foods, in a between-subjects design with 62 women. The women were assigned into two groups, respectively. Liking and preferred frequency to use were rated at two experimental sessions and during a 6-day home use period between them, and 18 derived attributes were rated at the final session. Derived attributes were categorized into four subgroups using principal component analysis. Derived attributes of artificial and regular were predicted by technological or natural category information, respectively, while beneficial and unnecessary were not. The four derived attributes and liking ratings predicted up to 81% of post-exposure liking. The derived attributes predicted up to 11–32% of preferred frequency to use; however, when added to the model, liking ratings replaced their significance, predicting up to 67% of preferred frequency to use. As the groups objectified the product differently depending on the category, it is concluded that the derived attributes had a mediating role between categorization and product acceptance.     

The influence of product- and person-related factors on consumer hedonic responses to soy products

Consumers in Western countries increasingly appreciate health benefits of soy products. However, several barriers prevent full acceptance of these products. This study investigates the effects of product-related factors (perceived familiarity and expected healthiness) and person-related factors (food neophobia and health interest) on consumer hedonic responses to various soy products. In the pre-study, 48 German-speaking participants assessed the perceived familiarity, healthiness and tastiness for 21 soy products. In the main study, four soy products that differed in familiarity and healthiness were presented to German consumers (n = 327) as images supplemented by product names and slogans stressing either health or taste benefits. Participants rated their attitudes towards the product, product liking, taste expectations and willingness to try the products in a 2 (familiar or unfamiliar products) × 2 (healthy or tasty products) × 2 (low or high food neophobia) between-subject design. As hypothesized, neophilic consumers showed more positive responses to soy products compared to neophobic consumers. Neophobics showed more positive responses to familiar soy products, whereas the responses of neophilics were not influenced by product familiarity. Health interest positively influenced the willingness to try soy products. However, the effect of healthiness manipulation on hedonic responses to experimental products was not significant. The results of the study suggest that perceived familiarity might be more important for acceptance of soy products than expected healthiness. Successful marketing strategies for soy products should target neophobic consumers by increasing the level of familiarity of soy foods.     

Effect of information about animal welfare, expressed in terms of rearing conditions, on lamb acceptability

The present study was aimed to assess the effect of information about the farming system and welfare of artificially (AR) and ewe-reared lambs (ER) on meat acceptability. An 84-consumer panel was asked to give three types of evaluation for both products: tasting without information (perceived liking); information without tasting (expected liking); tasting with information (actual liking). For both products, the expected liking was significantly different from the perceived liking (P<0.001), thus indicating that a disconfirmation occurred. The consumers found ER meat worse than expected (negative disconfirmation) and AR meat better than expected (positive disconfirmation). No significant difference between perceived and actual liking was observed for ER lamb (P>0.05), whereas, for the meat produced by AR lambs actual liking was lower than perceived liking (P<0.001). However, consumers did not completely assimilate their liking in the direction of expectations, as indicated by the fact that expectancy for AR lamb was significantly lower than actual acceptability (P<0.001). Mean scores of perceived liking were higher for the meat produced by AR animals as compared to ER lambs (P<0.05). Conversely, expected and actual liking scores were higher for meat from ER lambs than for meat from AR animals (P<0.001 and P<0.05, respectively). These results show that information about animal welfare, expressed in terms of rearing conditions, can be a major determinant of animal-based food acceptability, thus providing a potential tool for meat differentiation.     

Changes on expected taste perception of probiotic and conventional yogurts made from goat milk after rapidly repeated exposure

Goat milk yogurt is an excellent source of fatty acids, protein, and minerals; however, it is not well accepted by many consumers, due to its typical flavor derived from caprylic, capric, and caproic acids present in this milk and dairy products. Recently, the repeated-exposure test has been used to increase the consumption of particular foods. This methodology has been used to increase children’s willingness to eat food in some settings and has also been used to reduce sodium in soup. Based on these considerations, the aim of this study was to investigate whether repeated exposures may increase acceptance of both goat milk yogurt and probiotic goat milk yogurt. In a pre-exposure session, a total of 45 panelists (28 females and 17 males) from southeastern Brazil, who were not used to consuming dairy goat milk, evaluated the expected taste perception and the perceived liking after tasting 3 yogurt preparations. Then, consumers were randomly divided into 3 groups and participated in rapidly repeated exposure sessions performed within 6 d. Each panelist consumed only the yogurt that he or she would be exposed to. The day after the exposure sessions, all panelists returned to participate in the postexposure session and were asked to evaluate acceptance, familiarity, and the “goaty taste” characteristic of each yogurt. Regarding the expected liking before tasting, results showed higher expectations for cow milk yogurt compared with goat milk yogurt, which proved that consumers were not familiar with the goat milk yogurt. Likewise, only cow milk yogurt presented high acceptance and familiarity rates, confirming that these panelists were used to consuming cow milk products. With respect to the rapidly repeated exposure, 6 d were enough to significantly increase the consumers’ familiarity with goat milk yogurt and probiotic goat milk yogurt. However, this method was not suitable to significantly increase the acceptance of such products. Nonetheless, a correlation existed between the exposure sessions and the increase in acceptance of the exposure groups. Thus, hypothetically, the increasing of exposure sessions could be a strategy to increase goat milk product acceptance.     

Intestinal digestibility of amino acids in rumen-undegraded protein estimated using a precision-fed cecectomized rooster bioassay: II. Distillers dried grains with solubles and fish meal

The objectives of this experiment were to measure intestinal digestibility of AA in the rumen-undegraded protein fraction (RUP-AA) of distillers dried grains with solubles (DDGS) and fish meal (FM) samples and to determine whether these feeds contain a constant protein fraction that is undegradable in the rumen and indigestible in the small intestine, as assumed in the French Institut National de la Recherche Agronomique (Paris, France) and Scandinavian AAT-PBV (AAT = AA absorbed from small intestine; PBV = protein balance in the rumen) models. Five sources of DDGS and 5 sources of FM were obtained from Feed Analysis Consortium, Inc. (Champaign, IL). To obtain the rumen-undegradable protein fraction, samples were ruminally incubated in situ for 16 h in 4 lactating cows, and the collected rumen-undegraded residues (RUR) were pooled by sample. Subsamples of the intact feeds and RUR were crop-intubated to 4 cecectomized roosters, and total excreta were collected for 48 h. Intact feeds, RUR, and excreta were analyzed for AA. Basal endogenous AA loss estimates were obtained from fasted birds and were used to calculate standardized digestibility of RUP-AA and AA in the intact feeds. Indigestibility coefficients of the intact feeds were calculated as (100 − % standardized AA digestibility), and indigestibility of the RUR was calculated as [(100 − % ruminal degradation of AA) × (100 − % standardized RUP-AA digestibility)/100]. Results indicate that standardized digestibility of feed-AA differs from RUP-AA for DDGS samples but not for FM samples, and that standardized digestibility of individual AA differs within samples. For the DDGS samples, standardized feed-AA and RUP-AA digestibility values were most often lowest for His and Lys and highest for Met and Trp. For FM samples, standardized feed-AA and RUP-AA digestibility values were most often lowest for His and highest for Trp. Results also indicate that DDGS and most FM samples do not contain a constant protein fraction that is both undegradable in the rumen and indigestible in the small intestine. Indigestibility values of RUR were lower than in intact feeds, suggesting that the feed ingredients used in this experiment contain a protein fraction that is indigestible in the intestine but partly degradable in the rumen or digestible in the intestine after rumen incubation, or both.     

Sushi at the beach: Effects of congruent and incongruent immersive contexts on food evaluations

Prior research using immersive technology has shown that consumption contexts can be successfully recreated to elicit effects on hedonic food evaluations, but the food-specificity of these effects is as of yet unclear. The current study investigates how repeated exposure to foods in congruent and incongruent immersive contexts affects hedonic perception over time. Two groups of participants (N = 23, N = 18) were exposed to three food products (sushi, popsicle and iced tea) in either an immersive beach context or an immersive sushi restaurant context for seven days. On the eighth day, participants were exposed to the same foods once more, but switched to the other context. Hedonic evaluations were collected prior to and during tasting at initial exposure (day 1), after repeated exposure to the same context (day 7) and in the switched context (day 8); consumption behavior was monitored on exposure days (days 2–6). Results showed that prior to tasting, expected liking and desire to eat were higher for congruent food-context combinations (popsicle at the beach, sushi in the sushi restaurant) than for incongruent combinations (popsicle in the sushi restaurant, sushi at the beach). Upon tasting, no differences were found in average food liking, but individual liking ratings for congruent (vs. incongruent) food-context combinations were more consistent over time. Immersive contexts also elicited general effects, such that a typical consumption environment (sushi restaurant) increased food consumption and yielded more consistent product liking ratings over time. Findings underline the importance of taking a holistic view on consumer testing, and showcase the potential of immersive technology.     

What parents prefer and children like – Investigating choice of vegetable-based food for children

The inherent challenge of investigating food choice of new products for children is that more than one person is involved in the long-term decision-making. Parents decide in the purchase situation while children pass their verdict when they consume the meal. In this paper we suggest linking family decision-making and food choice, and reveal results from two empirical studies of vegetable-based food for children. One study discloses parents’ preferences regarding different food concepts while the other looks into children’s liking before and after tasting the products. Results show that parents know fairly well what children like. Sharing the meal experience with their children and having meal variation options are important benefits for parents. Parents are more concerned about health while children prefer products that look familiar. However, after tasting an unfamiliar product children are less reserved.     

A comparison of the labeled magnitude (LAM) scale,an 11-point category scale and the traditional 9-point hedonic scale

Schutz and Cardello [Schutz, H. G. & Cardello, A. V. (2001). A labeled affective magnitude (LAM) scale for assessing food liking/disliking. Journal of Sensory Studies, 16, 117–159] proposed the labeled magnitude (LAM) scale for measuring food acceptance. The LAM is a line scale anchored at its end points with the phrases “greatest imaginable like” and “greatest imaginable dislike” and uses as intermediate anchors the nine phrases of the traditional hedonic scale. In this study, three hedonic scales were compared, including the widely-used 9-point hedonic scale, the LAM scale, and an 11-point category scale using the LAM’s verbal anchors as category labels. Three groups of consumers (N = about 100 each) used one of the three scales to evaluate the acceptability of highly liked foods (orange juices, potato chips, cookies, and ice cream, with four samples of each). Scales were evaluated primarily on their ability to show differences in acceptability, the correspondence of acceptance ratings to preference ranking and the correspondence of stated product usage (e.g., purchase of pulp vs. non-pulp orange juice) to the product scoring highest. All three scales performed equally well, with no one scale showing a consistent superiority over another. All three scales were able to differentiate acceptability of the orange juices, chips and cookies. No scale differentiated among the ice creams, which had equal and high acceptability. All scales showed a strong correspondence between liking and preference rankings and also between the product rated highest and the type of product usually consumed, within each of the product categories.     

Emotional responses to branded and unbranded foods

Investigating the emotions elicited by a product considering only its sensory characteristics or both its sensory characteristics and packaging/branding can give a deeper insight into product perception and can help companies in the design and optimisation of products that meet consumer expectations. The aim of this study was to (i) measure how liking changes across blind, package (expected) and informed conditions, and (ii) measure how emotions change across blind and informed conditions, in products representing the widest range of sensory variability and brand identity in the market category of hazelnut and cocoa spreads. In the first session participants (n = 120) tasted each product in a blind condition, expressed their liking and rated emotions using the EmoSemio questionnaire specifically developed for this product category (Spinelli, Masi, Dinnella, Zoboli, & Monteleone, 2014). Then consumers were asked to rate their expected liking for the products, presented in the original packaging by means of photos (pack/expected condition). After one week, consumers tasted each product presented with its own packaging (informed condition), expressed their liking and rated emotions.Emotions were very discriminating in both conditions: in the informed condition all the emotions significantly varied across samples, while in the blind condition 21 out of 23 (91.3%) varied.Results showed a correlation between liking (blind, expected and informed) and emotions. Complete assimilation of liking toward expectations was associated to an overall improvement of the emotional performance of the product: positive emotions increased in the case of complete assimilation towards the expectations, while negative emotions decreased. When there was a mismatch between expected liking evoked by packaging and blind liking (disconfirmation) but an assimilation effect was not found, some positive emotions significantly decreased in the informed condition compared to the blind one.This study suggests the importance of collecting emotion responses in both blind and informed conditions to detect changes in the emotional profile of products due to the brand/packaging providing information useful for product optimisation.     

Old Product in a New Context: Importance of the Type of Dish for the Acceptance of Grünkern, a Spelt-Based Traditional Cereal

Sensory properties and consumer acceptance of an unfamiliar cereal, Grünkern — Spelt that has been harvested while the grain is still green, and dried with smoke — were examined. A laboratory panel ratedGrünkern the most similar with boiled wheat and the least similar with white rice. Consumer acceptance was tested young (mean age 25 y) Finnish subjects (n=41). The samples were presented as cooked grains (‘starches’) and as a soup (Grünkern Suppe), and they were compared with similar foods that were familiar to the subjects (dark rice and leek-potato soup, respectively). The subjects rated the pleasantness of appearance, texture and flavour of the samples. Half of the subjects were given information about the samples before evaluation while the others rated the samples uninformed. The subjects' degree of food neophobia (FNS) was determined. Overall, information and FNS did not affect the ratings of pleasantness of starches while both variables affected ratings of both soups, either by increasing them (information) or by decreasing pleasantness ratings of texture and flavour (neophobia). Furthermore, neophilic subjects considered the texture and flavour of unfamiliar soups more pleasant than neophobic subjects. The data suggest that the form in which a new product is served has a major impact on responses to an unfamiliar food.