The use of fresh borage as comparison in pasta production is based on the assumption that traditional products are integral part of the food culture. The innovations regarding traditional procedures using typical ingredients or components of the local culinary tradition might give the resulting foods a certain familiarity (Settanni and Moschetti, 2014). With this in mind the addition of borage AE to the mixture of ingredients for pasta production could be perceived as “natural” by consumers and, thus, its flavour well accepted during the sensory evaluation.