The aim of this work was both to formulate three different fibre-enriched products by the addition of Brewery Spent Grain (BSG), and to evaluate the impact of this fibre enrichment on sensory quality, acceptability, and purchase intention under blind conditions. BSG was incorporated into bread, pasta, and chocolate milk at levels of 8.3%, 2.8%, and 0.35% (w/w), respectively. The fibre-enriched products and their regular counterparts were evaluated together by consumers through a CATA questionnaire, the EsSense 25 Profile, an overall acceptability rating, and a purchase intention ranking. Although fibre-enriched bread and chocolate milk ranked lower in overall acceptability compared with their counterparts, no significant difference was found for fibre-enriched pasta (p > 0.05). Purchase intention did not differ significantly for both bread and pasta (p > 0.05), yet the reasons for purchasing them differed significantly (p < 0.05). Consumers recognised the fibre enrichment in these two products and, therefore, were willing to partially compromise on sensory attributes. The fibre-enriched chocolate milk, nonetheless, scored significantly (p < 0.05) lower in purchase intention than the control. This work demonstrates that the effect of BSG addition is product-specific, and that fibre perception makes consumers feel more confident.

Brewer’s spent grain (BSG) has been commonly considered as only a waste product, but recent research on its composition has shown that it can be a functional ingredient. The aim of this study was to analyze consumers’ attitude toward different BSG-added food products under informed conditions. BSG-enriched bread, pasta, and chocolate milk were studied exploring two major aspects. First, the eye-tracking technology was used to reveal the effect of different food labels on consumers’ attention and purchase intention. Information on sustainability and on BSG varied among the labels under analysis. The best consumers’ response occurred when the label displayed: the sustainability logo, fiber source claim, and BSG description. The phrase “Malted Barley” as an appellation of BSG was also analyzed, although it did not produce a significant effect on consumers. Second, consumers’ responses to fiber-enriched products and regular products, under informed conditions, were assayed through sensory evaluations. For bread and chocolate milk samples, no significant difference was found in acceptability between the regular and fiber-enriched versions. For pasta, on the other hand, consumers expressed a significant preference in terms of overall liking toward the fiber-enriched version. BSG-enriched products were accepted as much as the regular ones when information was provided, confirming the importance of the fiber source claim and sustainability claims.