Identification of non-volatile compounds that impact consumer liking of strawberry preserves: Untargeted LC–MS analysis

•Untargeted LC–MS profiling OPLS models predict consumer liking of strawberry preserves.•Four non-volatile compounds were identified as highly predictive of acceptability.•One compound identified was a novel product.•Predictive compounds were tasteless or weakly astringent in isolation.•For females, non-volatile and volatile compounds significantly increased liking.