Blind Taste Test Reveals Consumer Oil Preferences

As food companies rush to reformulate products to reduce trans fat, the issue of maintaining flavor and texture quality when switching to trans-fat free oils becomes critically important. In August 2005, the United Soybean Board (USB) administered a sensory evaluation to explore oil preference among consumers.

In the sensory evaluation, 53 participants in Seattle, Washington, tasted a potato chip and an oatmeal cookie, each with several oil options but the rest of the recipe remained constant. For the potato chips, we compared formulations containing partially hydrogenated soybean oil containing trans fat, commodity soybean oil and low-linolenic soybean oil with zero grams of trans fat. We tested cookies prepared with various oils, including commodity soybean oil.

In the potato chip test, the majority of participants could not discern the difference between the potato chips fried in traditional partially hydrogenated oil and those fried in trans fat free low-linolenic soybean oil. This significant finding suggests that food companies can reformulate using low-linolenic soybean oil to create healthier products with no minimal effect on flavor and texture quality.

For the small group who could detect the difference, 63 percent of participants chose low-linolenic as their favorite. They commented that the chips fried in low-linolenic oil were “very crispy,” “crunchiest,” “tasted light” and had the “best flavor.” The participants felt they could “taste more potato flavor.”

In addition, participants who preferred the oatmeal cookie made with soybean oil commented on its “wonderful texture,” “rich and buttery” flavor, “nice appearance,” “chewiest” mouth feel, “most flavor” and “softest texture.”

The qualitative results of the study provide important anecdotal feedback to the food industry on the opportunity to reformulate with trans fat free low-linolenic soybean oil. Though not statistically significant, results highlight the opportunity to develop better-for-you versions of popular food products, without sacrificing the taste and flavor consumers expect.