As many as 75% of Filipinos may be iron deficient [3]. Rice is a valuable vehicle for alleviating iron
micronutrient deficiency. However, for rice to be an effective delivery vehicle for iron, its color, flavor
and price should be similar to that of good quality non-iron fortified rice. It has to be white in color, with
the flavor of good quality rice and at a price similar to the latter. These characteristics are not easy to
achieve in I-Rice due to the effect of adding iron on the color of the cooked rice, and on the price of the
iron fortified rice. The I-Rice was prepared by mixing the regular milled rice with iron rice premix (I-Mix
is iron-coated rice containing 1300 mg iron per 100 grams) at a ratio of 1:250 consisting of one part I-Mix
to 250 parts regular milled rice. This ratio resulted in an iron fortified rice (I-Rice) containing 1-2 mg iron
per 100 grams when cooked [4,5]. Both color and price are factors that affect the purchase of rice of low
income consumers. It is thus necessary to determine the acceptance of I-Rice to consumers.