Value addition of orange‐fleshed sweet potato (OFSP) increases diversified utilization of this crop, which is rich in provitamin A carotenoids. OFSP bread, in which 30%–45% of wheat flour is replaced with OFSP puree, has been successfully commercialized in Kenya. However, the effect of this substitution on the bread's physiochemical properties and its shelf‐life are currently unknown. This study was designed to determine the physiochemical properties and shelf‐life of OFSP puree‐wheat flour composite bread (30% puree), compared to standard, 100% wheat flour, bread. Freshly baked bread samples were stored at 7, 20, 25, and 30°C, and monitored for moisture content, water activity, color, texture, volume, carotenoids, and microbial load. The moisture content, β‐carotene content, and color of bread significantly decreased with increase in storage temperature and time (p < 0.05). Bread made with OFSP puree had a longer shelf‐life, showing spoilage on day six compared with the white bread, which spoiled on the fourth day. This is attributed to the significantly higher water activity in white bread than in the OFSP bread. The substitution of wheat with OFSP puree resulted in reduced extensibility of gluten, thus, specific volume of white bread was significantly (p < 0.05) higher than that in OFSP puree bread. Refrigeration increased crumb firmness, chewiness and cohesiveness in both types of bread. In conclusion, OFSP puree increases the water binding capacity of the bread, which reduces water activity and increases its shelf‐life.

OFSP is being used as an ingredient of baked products and can be a source of pro-vitamin A. Information about OFSP puree bread consumer profile is limited. The current study investigates the consumer socio-demographics, knowledge, practices and attitude towards OFSP puree bread in Kenya.A total of 1024 consumers were interviewed from Nairobi, Kiambu, Kajiado, Kisumu and Kakamega counties. The OFSP bread is purchased by 60% female respondents above 30 years old, who have a university education (79%), formally employed (93%), therefore, middle to high-income earners. Before consumption, 42% of the consumers stored their bread in the refrigerator while 38% stored in the open, and 20% in cupboards. Consumers agree that the OFSP bread could be a good source of energy, vitamins, especially Vitamin A (94%). The acceptance ratings of OFSP bread ranged from 7.37 to 7.65 on a 9-score hedonic scale, hence “liked moderately.” There was a significant relationship between socio-demographics, knowledge about the root, the bread and the overall acceptance of the OFSP puree bread. Consumers were willing to pay more for the OFSP bread based on potential nutritional benefits. There was a significant relationship between consumer demographics and willingness to pay for OFSP puree bread.