Consumers having a strong unhealthy = tasty (UT) belief are less likely to choose healthy food even though they recognize its health benefits, because they assume healthy food to be unpalatable. The aim of this study was to profile consumers according to their UT belief and specify the strength of the belief among a demographically representative consumer group. The other aim was to investigate the effect of UT belief on expectations of two food products representing either an unhealthy or a healthy image. A total of 1537 consumers participated in the online survey. The scale-based (1–7) mean for UT belief was 3.27 and related positively to male gender and food pleasure orientation and negatively to general health interest. The results indicate that a strong UT belief correlates with positive expectations of unhealthy food and with negative expectations of healthy food. UT belief seemed to increase expected food-associated guilt, but other strong food-related attitudes (health interest with unhealthy food and pleasure orientation with healthy food) reduced this effect. In practice, understanding the relationship between UT belief and personal factors and attitudes, and the importance of this belief to food expectations can assist in finding the tools to encourage consumers towards healthier food choices.

Sustainable strategies that enable development of alternative sustainable novel ingredients for food are needed to ensure adequate resources for food in the future. Determining consumer attitudes and acceptance of novel ingredients is essential for wider usage of products including these ingredients. The purpose of the study was to reveal consumers’ perspectives on novel, and partly traditional but marginally utilized, ingredients to be used in regular cooking and their sensory characteristics and nutritional and environmental aspects. Consumer attitudes were obtained with two online consumer surveys. Consumer surveys revealed the most interesting ingredients. Plant-based ingredients are preferred over raw materials of animal or insect origin and these are also perceived as more pleasant. Plants were also regarded as credible, ecological, natural, healthy and nutrient-rich. Finnish consumers are not ready to adopt insects into their diet. Neither synthetic meat nor three-dimensional printed food have potential without further knowledge or experience of consumers. Findings of this research give baseline information on consumer attitudes towards novel ingredients. Further research is needed to investigate the perceived pleasantness when the potential ingredients are tasted.

Baltic herring (Clupea harengus membras) pickled in vinegar is a common product in the Nordic countries. Other weak acids are used to cook and preserve fish in other food cultures. The aim of this study was to evaluate the potential of weak acids to produce safe and nutritious pickled fish products with varying sensory properties. The influence of acetic, citric, lactic, malic, and tartaric acids on the preservability and quality of pickled and marinated Baltic herring was studied by measuring microbiological quality, pH, chemical composition, and lipid oxidation and by sensory profiling. Pickling with these acids with pH levels of 3.7–4.2 resulted in pickled Baltic herring products with high microbiological quality. The results of the chemical analysis of the samples indicated that pickling and storage on marinade influenced the chemical composition of fish. The most significant changes in chemical composition were the increase in moisture and decrease in protein content of the samples during storage. Fat content decreased during the storage period in acetic acid and malic acid samples. All tested acids inhibited lipid oxidation for one month, but at three and four month time points, the content of oxidation products increased except in the samples pickled with tartaric acid. The highest oxidation level was observed in the case of citric acid and the lowest with tartaric acid. The results indicate that replacing acetic acid with other weak acids frequently used in the food industry results in pickled and marinated fish products with novel and milder sensory profiles.

In recirculating aquaculture systems (RAS), off-flavors can accumulate in fish muscle tissue. They are problematic for consumer acceptance and the reputation of farmed fish products. Although off-flavors are not toxic at low concentrations, they often give fish muscle earthy, muddy, or other unwanted flavors. Traditionally, the study of off-flavors in fish focused on muddy and earthy off-flavors caused by geosmin (GSM) and 2-methylisoborneol (MIB), but other unwanted flavors and compounds have also been identified. In this study, the selected off-flavors were chemically quantified in fish from a RAS-rearing rainbow trout (Oncorhynchus mykiss) and in different stages of depuration. A group of trained panelists with experience in sensory evaluation was specifically trained in analyzing rainbow trout samples. The panelists evaluated the fish with a sensory profile of 29 sensory attributes (12 odor, 5 taste, and 12 flavor properties). Overall, the concentrations of all the studied off-flavor compounds decreased, some to below the limit of detection and others (e.g., octanal, octanoic acid, phenylacetaldehyde, and acetoin) to a certain low level. Moldy, earthy, and musty odors and flavors especially decreased during depuration compared to fish in RAS. This study shows the consistency of the chemical analysis and sensory profiling. It also provides important information about the effects of the depuration period in RAS and on the chemical and sensorial quality of rainbow trout.