Pomegranate has become very popular in the last years because of its healthy properties (high antioxidant activity and phenolic compounds content). However, do consumers really know how a fresh pomegranate fruit/juice tastes? In our opinion the answer is clear: no, they do not. Thus, our first task is to explain consumers the main characteristics describing fresh pomegranate fruits; then, they will able to assess whether the products they are buying/consuming come from natural sources. It is evident that the appearance of pomegranate fruits is very appealing and this is the main reason why intense garnet arils are always shown in advertisement. Pomegranate products can be manufactured using fruits from sweet, soursweet or sour cultivars, determining the relative intensities of the basic tastes. However, pomegranate has a big drawback, the low intensity of volatile compounds (aroma). The arils can be described by their basic tastes but not by their aroma; this makes very difficult to judge whether a pomegranate product is natural. In contrast, the rind has strong intensities of attributes such as astringency and toothetch mouthfeel. Without these notes a product will not have any healthy activity because polyphenols are mainly located in the rind. If a pomegranate juice can be described as having high intensities of candy-like and sweet overall, it can be a high success among consumers but it cannot be considered as a natural pomegranate product, and besides it will not have any healthy activity.