Best if used by... How freshness dating influences food acceptance

A recent variation of expiration dating is freshness dating (i.e. best if used by). This research investigates how freshness dating influences the taste acceptance of a refrigerated product. Sensory tests of 36 panelists show two key findings. First, freshness dating influences the acceptability of products in a discontinuous or nonlinear manner. Second, it does so because it influences perceptions of freshness and of healthfullness, not of safety. As a product approaches its best if used by date, there may be more for a manufacturer to lose than to gain by having decided to use freshness dating in the first place.