Labeling of Vanilla Type Affects Consumer Perception of Vanilla Ice Cream

The effects of labeling vanilla type on consumer liking of vanilla ice cream were evaluated. Three experiments with 144 to 150 panelists using 4 commercial ice creams were done where the samples were initially not labeled with the type of vanilla flavoring, then labeled, and finally labeled either correctly or incorrectly. Three experiments (116 to 150 panelists) then were conducted similarly for 3 laboratory‐made ice creams. When the 4 commercial samples were not labeled, a natural vanilla‐flavored sample was liked less (P < 0.05) than mixed‐flavored samples overall; when labeled, the naturally flavored and 1 of the mixed‐flavor ice creams were liked equally overall (P > 0.05). Products labeled “natural” (correctly or incorrectly) were liked more (P < 0.05) overall than products with other labels. When laboratory‐made ice creams (natural, artificial, mixed flavored) were evaluated, the labeled, naturally flavored sample was liked more than the unlabeled sample overall; when labeled, the artificially flavored ice cream was liked less than the unlabeled sample. Labeling was shown to affect consumer liking.