Consumer perceptions and choices have previously been found affected by other factors than the food including expectations, their bodily state and demographic factors to name a few (Deliza and Macfie, 1996 and Grunert, 2002). The fact that we see a positive relationship between the hedonic response sensory satisfaction and fulfilment of expectations, as also found by Andersen and Hyldig, 2015a and Andersen and Hyldig, 2015b, makes sense as it shows the positive effect of confirmation of expectations (Deliza & Macfie, 1996).