ABSTRACTFortifying bread with β-glucan reduces bread sensorial properties, though fortification using β-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 β-glucan concentrate at levels corresponding to 0, 0.75, and 1.5 g β-glucan/serving bread in relation to the provision of health information, gender, and whole wheat bread consumption. The effect of β-glucan concentration on the physical properties of the bread produced under pilot plant settings was also investigated. β-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 β-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 β-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 β-glucan health information was provided. The provision of β-glucan health information may be the key to increasing consumer acceptability of bread fortified with β-glucan.
