Do plant‐based and blend meat alternatives taste like meat? A combined sensory and choice experiment study

Abstract We conducted a combined sensory and discrete choice experiment study with a 100% beef burger, a plant‐based burger using pea protein, a plant‐based burger using animal‐like protein, and a blended burger with 70% beef and 30% mushroom involving US consumers. Respondents were either assigned to a blind or an informed tasting condition with information about the ingredients before tasting the burgers. Results reveal that (i) beef burgers are preferred over alternatives, (ii) consumers favor blended burgers over alternatives in the blind condition but demand decreases in the informed condition; (iii) consumers prefer the plant‐based burger with animal‐like protein over the one with pea protein.