BACKGROUND: Breast meat from broilers produced in very different production systems may vary considerable in sensory profile, which may affect consumer interests. In this study the aim was to evaluate differences in the sensory profiles of breast meat from five broiler products: two conventional standard products (A and B) and three organic niche genotypes (I657, L40 and K8) reared in an apple orchard. RESULTS: Thirteen out of 22 sensory attributes differed significantly between the products. The aroma attributes `chicken', `bouillon' and `fat' scored highest and the `iron/liver' aroma lowest for the niche products. The meat was more `tender', `short' and `crumbly' and less `hard' and `stringy' in the standard products than in one or more of the niche products. Product `I 657' was less `juicy' than the rest. Products `I 657' and `L 40' were more `cohesive' and tasted more `sourish' and less of `sweet/maize' than the standard products. The `overall liking' score was significantly higher for the `K 8' product than for the `Standard A' and `L 40' products. The `overall liking' score was significantly correlated with the scores for aroma and taste of `chicken', `umami/bouillon', `iron/liver' and `fat' aroma. CONCLUSION: The sensory profiles differed particularly between conventional standard broilers and organic niche broilers, although differences were also found between breeds. The present study indicates that aroma and taste attributes were more important for the assessors than meat `tenderness' for the overall liking of broiler meat.