Utilisation of immature wheat flour as an alternative flour with antioxidant activity and consumer perception on its baked product

- Immature wheat flour (IWF) was suggested as an alternative flour with antioxidant activity.
- IWF madeleines were higher in antioxidant activities than madeleines made with commercial flour.
- Willingness to pay for IWF madeleines increased when information on IWF was provided.
- IWF is potential alternative flour for the small niche market of health conscious consumers.

The purpose of this study was to investigate the utilisation of immature wheat flour (IWF) as an alternative flour with antioxidant activity. Antioxidant properties and phenolic acid compositions of IWF and IWF madeleine were compared with those of commercial wheat flour (WF) and WF madeleine. Consumer perception of madeleine was studied using a blind test followed by an informed test, which provided information on antioxidant properties of flours. The bound ferulic acid in IWF (5.54 mg/100 g) was seven times higher than that in WF (0.74 mg/100 g). Oxygen radical absorbance capacity of IWF (34.47 µmol TE/g) and IWF madeleine (14.63 µmol TE/g) were higher than those of WF. The results of blind test showed that consumer acceptability and willingness to pay (WTP) of IWF madeleine were lower than those of WF madeleine. However, about 25% of consumers preferred IWF madeleine, implying small niche market for IWF as alternative flour.