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Sensory research on kiwifruit has shown that specific sugars and acids, and volatile flavor compounds have causative effects on “sweet” and “acid” aroma and flavor attributes. New Zealand consumers (n = 162) assessed the perceived flavor intensity and acceptability of three volatile flavor compounds (ethyl butanoate, E‐2‐hexenal and hexanal) at varying levels in a model base solution. Increasing levels of ethyl butanoate positively affected all the acceptability attributes (“overall liking,”“liking of aroma,”“liking of flavor”) as well as increased the perceived intensity of “kiwifruit aroma” and “kiwifruit flavor.” Increasing levels of E‐2‐hexenal negatively affected all the acceptability attributes but increased the perceived intensity of “kiwifruit aroma” and “acid flavor.” An increase in hexanal increased perceived intensity of “kiwifruit aroma.” Ethyl butanoate and E‐2‐hexenel at the levels tested had the most prominent effects on consumer perceived intensity and acceptability of the “kiwifruit flavor.”

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