Higher-quality Australian diets are reported to taste more bitter(1), have healthier nutritional profiles and align more closely with the recommendations of the Australian Dietary Guidelines(2). Greater consumption of bitter foods may benefit health, but most research has focused on green leafy vegetables(3). However, there are other foods and beverages (F&Bs) that taste bitter and could increase the bitterness of diets if consumed in greater amounts(2). Yet, strategies to increase bitter F&B consumption and enhance the bitterness of diets remain largely underexplored. An online-based cross-sectional survey of Australian adults was conducted (in July and August 2023) to explore barriers, facilitators, and strategies associated with willingness to try or increase consumption of bitter F&Bs. Eight non-discretionary bitter F&Bs available in the Australian market (including coffee, tea, soda water, Brussels sprouts, rockets, grapefruit, walnuts, and eggplant) were selected. The design of survey questions was guided by conceptual models of food choice. Respondents were asked about their familiarity with and consumption habits of bitter F&Bs and their willingness to incorporate more bitter F&Bs into their diets. Respondents were grouped into those who had never tried bitter F&Bs, non-consumers or consumers, who were further categorised into low-, moderate- or high-consumers. This analysis focused on respondents with low bitter F&B consumption, non-consumers, and individuals who had never tried bitter F&Bs, as the potential to increase consumption was greatest. This study enrolled 879 respondents across Australia. Respondents had previously tried an average of six of the eight bitter F&Bs (median = 6). Most respondents (85.4%) were willing to increase their consumption of bitter F&Bs. While the bitter taste was consistently reported as the main barrier to greater consumption, the reported facilitators and strategies varied between consumer groups and the different F&Bs. More than half of the respondents (61.1%) had never tried bitter vegetables (i.e., Brussels sprouts and rockets). For this group, ‘nutrition education’ (selected by 34%) and ‘appealing presentation’ (selected by 25.9%) were the most commonly selected facilitator and preferred strategy, respectively. Non-consumers of other bitter foods in the survey reported ‘price’ (selected by 43.8%) and ‘convenience’ (selected by 16.5%) as the most important facilitator and strategy, respectively. While ‘food availability’ (selected by 39.3%) was the common facilitator among low-consumers of bitter beverages, ‘easier preparation’ and ‘altering the taste’ (selected by 19.9% and 17.3%) were the most preferred strategies. This study provides valuable insights into the acceptability of bitter F&Bs among Australian adults. These findings could help tailor dietary interventions to groups of individuals based on their consumption habits of particular bitter F&Bs to support increased consumption. Further research is needed to understand whether improving bitter F&B consumption increases the bitterness of diets overall and whether this is associated with improved health outcomes.