Effect of Health Information on Consumer Acceptability of Bread Fortified with β-Glucan and Effect of Fortification on Bread Quality

Fortifying bread with beta-glucan reduces bread sensorial properties, though fortification using beta-glucan concentrates of low solubility under the conditions of dough preparation has not been investigated. This study investigated the consumer acceptability and purchase intent of bread fortified with a less soluble beta-glucan concentrate at levels corresponding to 0, 0.75, and 1.5 g beta-glucan/serving bread in relation to the provision of health information, gender, and whole wheat bread consumption. The effect of beta-glucan concentration on the physical properties of the bread produced under pilot plant settings was also investigated. beta-Glucan addition decreased (P < 0.05) loaf volume, increased firmness, and produced a darker, redder bread (P < 0.05), though fortification at 1.5 g beta-glucan/serving bread decreased height as well (P < 0.05). Consumer evaluation (n = 122) revealed that health information increased liking of appearance, flavor, and overall acceptability of the 1.5 g/serving bread to levels similar to or exceeding that of the control. Liking of the 1.5 g beta-glucan/serving bread appearance increased more in women than in men and for consumers who regularly consumed whole wheat bread for perceived health benefits when beta-glucan health information was provided. The provision of beta-glucan health information may be the key to increasing consumer acceptability of bread fortified with beta-glucan.