Brazilian Cerrado are known for its rich fruit diversity that presents good sources of bioactive compounds with health-promoting properties and singular sensorial characteristics. So, consumption of bakery products with Cerrado Brazilian fruit-added (BPC) may be an approach for increasing the intake of health-beneficial compounds, such as phenolic compounds and fiber. Using Word Association technique, we aimed to identify perceptions of bread, cakes, and cookies with different Brazilian Cerrado fruits. An online survey was applied through the Google Forms platform with Brazilian volunteers residing in the states covered by the Cerrado biome and aged 18 years or over (n=573). Research participants were instructed to write the first four words, sensations, associations, thoughts, or feelings that came to mind after reading the phrase “Bakery products with Cerrado Brazilian fruit-added”. No other product descriptions or images were presented. The results obtained were qualitative analyzed by triangulation, and the terms were grouped into categories, submitted to global chi-square and chi-square per cell test using the software XLSTAT. The first words mentioned are considered the most significant for consumer perception. 1681 words were mentioned and there was no statistical difference (p > 0.05) between the three compared Brazilian regions (North/Northeast, Southeast and Midwest). Sixteen categories were identified, being “differential” (286), “sensory” (262) and “acceptance” (232) the most frequent. These results show that they are products seen as exotic and different, with good sensory characteristics, besides looking interesting. It is suggested to carry out more studies with the elaboration of BPC and sensory acceptability tests, in order to obtain products that are sensorially well accepted by consumers and with nutritional value-add.