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The suitability of beetroot powder as a potential source of dietary fibre for baked rolls was investigated in this study. Beetroot powder was characterised by high total dietary fibre (65.71%) and showed good hydration properties. The influence of beetroot powder addition (substitution levels 2–10 mass%) on the farinographic properties of wheat dough, physical characteristics, and sensory attributes of baked rolls was also studied. It was found that increasing level of beetroot powder in dough increased water absorption, delayed dough development time, and prolonged dough stability, while mixing tolerance index decreased. Physical properties of baked rolls (volume and specific volume) were significantly reduced with the increasing level of beetroot powder in products. Increased beetroot powder addition also reduced lightness, while redness of products increased. Results also indicated that baked rolls containing 2 mass% of beetroot powder were the most acceptable for assessors, higher levels of powder adversely affected sensory attributes, and overall acceptance of products (unpleasant earth-like odour and taste).