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Background: As eating quality is important for adoption of new varieties, nine orange-fleshed and three cream-fleshed sweet potato varieties were assessed for sensory characteristics, dry mass and free sugar content, instrumental texture and colour and consumer acceptability (n =  216) in a peri-urban South African setting., Results: Cream-fleshed varieties were higher in yellow-green colour and sweet potato-like flavour and lower in graininess. Orange-fleshed varieties were higher in pumpkin-like flavour, orange colour, discolouration and sucrose content. Partial least squares regression analysis showed that the most accepted varieties (Impilo, Excel, Resisto, 2001_5_2, Serolane, W-119 and Monate) were associated with sweet flavour, dry mass and maltose content, while the least accepted varieties (Beauregard, Khano and 1999_1_7) were associated with wateriness. Pearson correlation analysis highlighted correlations of sensory attributes yellow and orange with instrumental colour measurements (colour a* and colour b*), instrumental firmness with sensory firmness, dry mass with sensory wateriness, and maltose content with sensory sweet and sweet potato-like flavour. The varieties were clustered into three groups. Consumer acceptability for eating quality correlated with maltose content, dry mass and sweet flavour., Conclusion: Chemical and instrumental measurements were identified to evaluate key attributes and will be useful in the intermediate phases of sweet potato varietal development., (© 2012 Society of Chemical Industry.)