Edible innovations: Testing the WOW impact of 3D printed chocolate packaging

• Consumer attitudes and emotions of 3D edible packaging consumers. • Edible packaging enhances the positive experience due to WOW effect, compared with non-edible packaging. • 3D printing edible packaging increases surprise, fascination and desire so the experience is enhanced over other packaging. • It shows that food 3D printing technology has great relevance and potential for the food industry. 3D food printing is an emerging processing technology with a profound impact on both the food industry and consumer experiences. It currently makes it possible to process a wide range of food materials into custom-designed and safe-to-consume 3D printed foods. One notable application lies in the creation of customized, fully edible packaging using ingredients that are safe for human consumption. The study presented in this paper examined consumer attitudes and emotions to 3D printed edible packaging in gastronomic experiences, comparing a milk chocolate snack served in a fully 3D printed edible chocolate packaging to one served in a traditional ceramic packaging. The results show that compared to the ceramic packaging, the edible packaging elicits higher levels of surprise, fascination, and desire, thereby increasing the overall positive consumer experience by more than 10 %. Part of this work aims to familiarize consumers with this innovative type of 3D food, demonstrating its relevance and potential to the food industry. The findings contribute to understanding consumer attitudes towards 3D printed foods and suggest a new potential field of research establishing a path to strengthen its common application in gastronomy.