## 2 Integrating Virtual Reality and Augmented Reality into Sensory Food Research  
Integrating virtual reality (VR) and augmented reality (AR) into sensory food research represents a novel approach to studying and enhancing users' experiences with food. These technologies provide immersive and interactive environments that allow researchers to simulate different contexts and assess their impact on sensory perceptions [12,13]. Recent research has compared consumer responses in immersive VR environments and traditional sensory laboratory settings across various food products, including cheese [14],tea break snacks [15], chocolate [16], and alcoholic beverages [17]. Findings suggest that hedonic evaluations can vary depending on the context for certain products [14], while others remain unaffected [16; 17], likely due to differences in environmental settings. Beyond academic research, the food industry actively explores VR to enhance multisensory experiences. Studies have shown that VR-based simulations of tea color had minimal impact on taste ratings but influenced perceived saltiness when the color matched taste expectations [18]. Similarly, a VR sensory test examined how product color influenced flavor identification. Participants viewed orange juice either in its original orange color or in an atypical green color before tasting it. Results showed that identifying the dominant flavor was more challenging when the juice was presented in an atypical color [19]. Multisensory congruence also plays a role--participants spent more time evaluating coffee when visual, auditory, and olfactory cues were aligned, and beverages were perceived as sweeter in a sweet-congruent VR environment [20]. An essential application of VR is the simulation of food environments, allowing researchers to create different settings, such as restaurants or outdoor locations, to assess how context influences sensory evaluations. Research has shown that specific virtual environments can significantly affect participants' hedonic responses to food [21]. Another significant advantage is the enhanced ecological validity of sensory evaluations. Traditional methods in controlled laboratory settings often fail to replicate real-world conditions. These findings highlight the substantial role of VR in sensory perception, mainly through congruent or incongruent multisensory cues. Augmented reality (AR) is an immersive technology that overlays computer-generated virtual information--primarily visual, auditory, and tactile elements--onto the real world [22]. Controlled studies have shown that AR overlays can significantly influence the sensory perception of food. Users interact with digital overlays, making AR a valuable tool for visualizing new products, exploring product concepts, and conducting nutrition-related studies, such as assessing meal sizes. However, AR cannot replicate real-world eating experiences or test environments [23]. Despite these constraints, research highlights the potential of AR to modify and enhance sensory experiences, demonstrating its ability to influence food perception in controlled settings. By simulating realistic environments using VR and AR, researchers can make more accurate predictions about consumer behavior [24]. In addition, these technologies facilitate in-depth studies of consumer behavior by allowing researchers to observe decision-making processes in immersive virtual environments that resemble real-life scenarios, thus providing valuable insights into how consumers select and interact with food [25]. In particular, AR has the potential to enhance sensory perception by overlaying digital information onto actual food products, modifying the perception of taste, smell, or appearance without physically altering the food itself [26]. From a technological perspective, the level of immersion in VR systems plays a crucial role. Fully immersive setups, such as head-mounted displays, can increase the effectiveness of sensory evaluations compared to semi-immersive or desktop systems [27].