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ObjectiveThe present study investigated the impact of salt labelling and repeated in-home consumption on liking of reduced-salt soups.DesignParticipants received a chicken noodle soup to be consumed twice weekly at home for 5 weeks. Three soups were included: (i) regular-salt soup as available on the market; (ii) 22 %-reduced-salt soup; and (iii) 32 %-reduced-salt soup. The soups were tasted blind or with the label: ‘same great taste, less salt and more herbs’. In total, there were six experimental groups. All groups received the same soup over the whole period. Desire and liking were measured at each time of consumption.SettingIn-home and central location test.SubjectsFrench consumers (n 646).ResultsThere was no significant difference in liking between the three soups when consumed at home, whereas the reduced-salt soups were less liked than the regular-salt soup in the central location test. Labelling did not boost liking scores, which is probably explained by the fact that all soups were similarly liked when eaten at home.ConclusionsThe surprising results of the present study in France suggest that a salt reduction of up to 32 % in a chicken noodle soup did not affect long-term liking score as assessed by consumers at home. In addition, initial liking measured at the central location was not predictive of liking after repeated in-home consumption. How far we can go in reducing salt in other products without compromising product quality, and how this impacts consumers’ choice behaviour and in turn table salt use at home, are still unanswered questions. [ABSTRACT FROM PUBLISHER]