Virtual reality (VR) technology is emerging as a tool for simulating different eating environments to better understand consumer sensory response to food. This research explored the impact of different environmental contexts on participants’ hedonic ratings of two different food products: beef steaks, and milk chocolate, using VR as the context-enhancing technology. Two separate studies were conducted. For beef, two different contextual conditions were compared: traditional sensory booths and a VR restaurant. For chocolate, data were generated under three different contextual conditions: traditional sensory booths, VR Irish countryside; VR busy city (Dublin, Ireland). All VR experiences were 360-degree video based. Consumer level of engagement in the different contextual settings was also investigated. The results showed that VR had a significant effect on participants’ hedonic responses to the food products. Beef was rated significantly higher in terms of liking for all sensory attributes when consumed in the VR restaurant. While for chocolate, the VR countryside context generated significantly higher hedonic scores for flavour and overall liking in comparison to the sensory booth. Taken together, both studies demonstrate how specific contextual settings can impact participants’ sensory response to food products, when compared to a traditional sensory laboratory condition.

Cured meat products constitute one of the meat categories commonly consumed in Ireland and has been part of the Irish cuisine and diet for many years. Ham, gammon, and bacon are some of the products that involve curing as part of the traditional processing methods. Common among these products are high levels of salt and the addition of nitrites. These products undergo processing treatments to create variety, preserve shelf-life, and develop their unique quality and safety characteristics. However, consumers are becoming more conscious of the level of processing involved in these products, and the effects of some components and ingredients might be perceived as unhealthy. Meat product developers have been exploring ways to reduce the amount of ingredients such as salt, saturated fat, and chemical preservatives (e.g., nitrites), which are linked to health concerns. This is a challenging task as these ingredients play an important techno-functional role in the products’ quality, safety, and identity. While innovative processing techniques are being introduced and progress has been made in reformulation and packaging technologies, much is still unknown, especially regarding the applicability of many of the proposed interventions to a wide range of meat products and their sustainability at the industrial scale.