Characterisation of a pea-based Cheddar-style plant-based cheese alternative: Exploring sensory properties and the influence of appealing congruent food descriptions on acceptance with omnivores

To support the transition toward sustainable food systems, plant-based cheese (PBC) alternatives formulated with plant proteins, such as legumes, are needed. Evidence suggests that sensory and contextually appealing language (Consumption and Reward messages) enhances the appeal of plant-based foods among omnivores more effectively than vegan and sustainability framing, yet its impact on PBCs remains unclear. This study evaluated the sensory characteristics and consumer acceptance of a yellow split pea-based, coconut oil-reduced Cheddar-style prototype, compared with two commercial coconut oil-based PBCs and two dairy Cheddar samples, and tested whether Consumption and Reward or Vegan and Sustainability messaging could improve acceptance. A two-part in-person, single-session consumer study was conducted with 120 omnivorous UK participants (60.8% female; Mean (SD) age: 53 (21) yr; BMI: 27.3 (5.1) kg/m 2 ). In Part A, participants rated all five samples for overall and attribute liking and purchase/replacement intent under blinded conditions. In Part B, they re-evaluated the pea-based prototype with either Consumption and Reward or Vegan and Sustainability descriptors. Under blinded conditions, the pea-based prototype was significantly less liked than commercial PBCs and dairy comparators, primarily due to texture and flavour limitations, as supported by trained sensory panel profiling. Messaging produced only modest and inconsistent improvements in purchase intent and did not meaningfully improve hedonic ratings, with no reliable differences between message types. Future research should prioritise fermentation and hybrid approaches to strengthen flavour and texture, supported by communication strategies that credibly reflect sensory quality to help facilitate dietary transitions. • Pea-based cheese prototype least liked due to flavour and texture limitations • Messaging produced modest increases in purchase intent compared to a blinded condition • Sensory gaps indicate need for reformulation to better mimic dairy Cheddar traits • Physicochemical and volatile profiling needed to guide flavour enhancement • Findings inform messaging strategies to support acceptance and diet transition