Navigation
A dash of virtual milk: Altering product color in virtual reality influences flavor perception of cold-brew coffee
Since food appearance, particularly its colour, influences flavor perception, this 2020 study utilized the power of virtual-reality (VR) technology to assess whether changing the milkiness of coffee through VR can affect perceived flavor and liking. Thirty-two UK consumers were given four samples of black cold brew coffee at 4% and 8% sugar concentration while wearing VR headsets and viewing coffee manipulated to look a dark brown or light brown colour. Each participant tasted each sweetness and color combination before rating the sweetness, creaminess, and liking for each beverage sample. The results showed that drink color did not have an impact on the subjects’ perceived sweetness or liking. However, perceived creaminess was found to be significantly altered by the color of the drink. The light brown coffee was rated to be creamier than the dark brown sample. Overall, the researchers recommend the utilization of VR in the examination of food perception. A future prospect with potential for VR would be promoting healthy dietary behaviors through food appearance manipulation. [NPID: perception, flavor perception, VR, virtual reality]
Year: 2020
