Vitamin A deficiency (VAD) is a widespread health problem in Eastern Africa where banana is a staple food crop. Research has shown that certain banana cultivars grown outside Eastern Africa are rich in provitamin A carotenoids (pVACs) and could thus be utilized in addressing VAD in the region. The objective of this research was to compare the consumer preference of the pVAC-rich banana cultivars with that of local cultivars of the same genome and following similar postharvest handling treatments. Taste and texture in mouth have proved to be major consumption attributes that determine acceptability of a banana cultivar. A number of the pVAC-rich cultivars have shown good potential for adoption within existing farming systems and diets in these regions.