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Background: The market for Plant-Based (PB) meat alternatives like Plant-Based Cold Cuts (PBCC), has seen significant growth due to new technologies and rising consumer demand. However, a consistent lexicon for describing this product category is lacking.

Objective: To develop a consumer-derived lexicon from 8 commercial PBCC using rapid sensory methods, and to explore the relationship between these descriptors and consumer Willingness to Pay (WTP) to inform productdevelopment and marketing.

Methods: The study (N = 22 consumers) employed Rapid sensory methods - Flash Profile (FP) and ProjectiveMapping (PM) - to elicit sensory descriptors, with WTP integrated as an attribute in the verbalisation phase of thePM experiment. Data were analysed using Generalised Procrustes Analysis (GPA) and Multiple Factor Analysis(MFA).

Results: Four distinct groupings of PBCC samples: Soy-based samples (Groups 1 & 2) were characterised by“processed”, “moist”, “soft”, “smooth”, “synthetic”, and “vegetal” notes, and were associated with a low WTP.Wheat-based (seitan) samples (Groups 3 & 4) were described as “colourful”, “meat-like”, “textured”, “spicy”,“smoky”, and “umami”, and linked to a high WTP. These findings were consistent across both FP and PManalyses.

Conclusion: This study developed a preliminary consumer-derived lexicon for PBCC using rapid sensory methods. The resulting Sensory Wheel is a first attempt at a lexicon for PBCC to be used for the future characterisation ofthis product category, helpful for product development, branding, and marketing. The integration of WTP into the sensory evaluation provides valuable insights for the PBCC sector.