OBJECTIVES: Patient adherence to nicotine replacement therapy (NRT) can affect long-term successful smoking cessation. Preference in regard to certain sensory attributes such as taste could lead to increased adherence. The goal of this study was to evaluate whether the taste of Nicorette® Gum is preferred over leading store brand NRT gum. METHODS: This three-cell, randomized, double-blind taste test was conducted among 945 adult smokers at 23 shopping malls throughout the US. Participants were randomized to one of three test cells in which they tasted two pieces of comparably flavored NRT gum (1 piece of Nicorette and 1 piece of leading store brand). Each cell represented a flavor – mint (n=319), fruit (n=314), or cinnamon (n=312). Participants were required to chew the gum for 1 minute, and “park” the gum for 1 minute before disposing. After waiting 10 minutes and cleansing their palate, participants tasted the second piece of gum in the same manner. Upon completion, subjects were asked a comparative question related to flavor preference and two questions related to whether the gum tasted refreshing and invigorating. RESULTS: Overall, participants significantly preferred the taste of Nicorette gum to the store brand gum, 69% to 31% (p<.0001). Smokers preferred the taste of Nicorette gum across all flavors, mint, 79% to 21% (p<.0001), fruit, 68% to 32% (p<.0001), and cinnamon, 58% to 42% (p=.003). Of all respondents, 83% and 65% claim Nicorette had a refreshing and invigorating taste, respectively, compared with their responses of 53% and 47% for the leading store brand gum, respectively. CONCLUSIONS: Significantly more smokers prefer the taste of Nicorette gum to the taste of the leading store brand NRT gum. The taste of nicotine gum can be an obstacle to patient adherence, and completion of recommended duration of therapy. Favorable product sensory attributes can potentially improve compliance, treatment outcomes, and quit success.