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The authors chose five samples of ice cream from different brands of domestic producers as objects of study. The authors used a paired method for determining desirability during testing, which is used to identify qualitative differences and the desirability of goods of the same name by the requirements of SS R (State Standard R) 53161-2008. The authors also carried out an organoleptic assessment according to SS R ISO (International Organization for Standardization) 22935-2-2011 Milk and dairy products and organoleptic analysis of paragraph 14, SS 31457-2021 Milk ice cream, cream, and ice cream. The results of the evaluation of ice cream samples by the method of pairwise comparison are also presented. The authors identified evaluation criteria that reflect the consumer properties and attractiveness of the product: packaging, labeling, and organoleptic indicators. The authors have identified evaluation criteria that reflect the consumer properties and attractiveness of the product: packaging, labeling, and organoleptic indicators. Differences in the samples were established. A comparative analysis of the composition showed that one of the samples contains annatto dye, which is not included in the list of food additives for use in the manufacture of ice cream. As a result of testing, the authors identified the most desirable sample. The obtained data can be considered reproducible, taking into account the error probability of 0.01%. The results have practical implications for manufacturers in developing new product lines to meet customer requirements, and for consumers in choosing a competitive product from a variety of product ranges that differ in price and quality.