The influence of packaging information on consumer appreciation and freshness perception of ‘high pressure processed’ carrots

A.A.M. Poelman (1,2), A.M. Matser (3), L.P.A. Steenbekkers (4), J. Mojet (1)
1 Centre for Innovative Consumer Studies, Wageningen UR, the Netherlands
2 Present address: Food Science Australia/CSIRO, Australia
3 Food Technology Centre, Wageningen UR, the Netherlands
4 Consumer Technology & Product Use, Wageningen UR, the Netherlands

High pressure processing (HPP) is a mild processing technique developed to achieve consumer demands for fresher products. Under certain conditions, HPP may be able to match the shelf-life of sterilised products while retaining ‘fresh-like’ characteristics. A study was carried out to determine the consumer acceptance of this novel technology. Seventy-one subjects (55% women, mean age 29.2 ± 11.8 years) evaluated freshly cooked, sterilised and ‘high pressure processed’ carrots (the latter were actually produced using modified sterilisation conditions that matched HPP for colour and texture; subjects were debriefed after the test). At first, the products were presented blind. Next, the samples were presented accompanied by packaging including information about process and shelf-life.

The ‘HPP carrots’ were presented twice with different types of packaging and information. One condition provided information about HP pasteurisation (week shelf-life, keep refrigerated) and the other about HP sterilisation (>12 months shelf-life, no refrigeration needed). Both conditions provided information about the technology and it benefits. The subjects rated all samples for liking, perceived freshness and six sensory attributes. Without any information, HP processed carrots were liked significantly more than freshly cooked ones. With information, the liking increased significantly for fresh carrots and remained unchanged in both HP conditions. Thus, HP processed products were liked as much as freshly cooked carrots in the presence of information. Sterilised carrots were least liked without information and the liking was even lower in the presence of information.

For perceived freshness, the results were similar to those for liking, with the exception that labelled HP sterilised carrots tended to be perceived as less fresh than unlabelled ones. The results indicate that both HP pasteurisation and sterilisation seem to be acceptable technologies from a consumers’ perspective, but HP sterilised products may be perceived as less fresh.