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Abstract Adaptations that attract pollinators to flowers are central to the reproductive success of insect‐pollinated plants, including crops. Understanding the influence of these non‐rewarding traits on pollinator preference is important for our future food security by maintaining sufficient crop pollination. We have identified substantial variation in flower shape, petal size, corolla‐tube length, petal spot size and floral volatile compounds among a panel of 30 genetically distinct lines of Vicia faba. Using this variation, we found that Bombus terrestris was able to distinguish between natural variation in petal spot size, floral volatile emissions and corolla‐tube length. Foragers showed some innate preference for spotted flowers over non‐spotted flowers and preferred shorter corolla‐tube lengths over longer tubes. Our results suggest that some floral traits may have significant potential to enhance pollinator attraction to V. faba crops, particularly if paired with optimised rewards.