ABSTRACT: Preference for refined bread is often cited as a reason for the relatively low consumption of whole wheat bread; only a few studies, however, have examined consumer preferences between refined and whole wheat breads, and the results of these studies are inconclusive. Our objective was to determine if refined wheat bread is preferred to whole wheat bread. We hypothesized that people would prefer refined wheat bread. We conducted a taste test with 89 people. They rated their liking of 9 different breads chosen to represent several comparisons between equivalent refined and whole wheat breads. The participants also rated the intensity of 6-n-propylthiouracil (PROP) and completed a questionnaire about their bread preferences and purchasing habits. We classified the participants by their bread preference and their PROP taster status, and then examined the liking patterns of these subgroups. People preferred refined bread to whole wheat bread when both were made using equivalent ingredients and procedures. They liked the commercial samples of refined and whole wheat breads equally well. When people were classified by their bread preference, those who preferred refined bread liked the refined bread better in all comparisons. PROP nontasters liked all refined and whole wheat breads equally. Sensory preferences are a barrier to whole wheat bread consumption, but ingredient or processing modifications can improve liking of whole wheat bread to the level of refined bread.