Improving flavor, bioactivity, and changing metabolic profiles of goji juice by selected lactic acid bacteria fermentation

•Five strains of LAB were associated with improved flavor.•LAB fermentation was associated with increased organic acid and decreased sugars.•Important metabolic compounds of different LAB fermentation were identified.•Specific strains can improve enzyme inhibition and antioxidant activities.•Isoquercitrin and m-coumaric acid content reflected the strain/species specificity.