Informed questioning on NOVA and Nutri-Score interpretation in augmented virtuality sensory evaluation

Abstract

Abstract Ultra-processed foods and front-of-pack labelling systems are important in consumer food decision-making, yet processing-related and nutrition-related information may be interpreted differently. This study investigated whether informed questioning using NOVA classification and Nutri-Score information influenced consumer perception and willingness to consume potato-based products in an augmented virtuality sensory setting. Fifty participants evaluated boiled potato, French fries, and mashed potato under NOVA, Nutri-Score, and combined information conditions. Baseline liking, perceived healthiness ranking, willingness to consume, and post-AV experience were collected. Preference ratings did not differ significantly among products (F = 1.263, P = 0.287), whereas perceived healthiness and willingness to consume differed, with boiled potato generally receiving the most favourable evaluations and French fries the least favourable. The product by information condition interaction was not significant (P = 0.646). Post-AV ratings were generally positive, supporting the feasibility of augmented virtuality for sensory and consumer research.