A new designer carrot, `BetaSweet', with high levels of anthocyanin, betacarotene, and crispy texture was developed by the Vegetable Improvement Center at Texas A&M Univ. The new carrot contained low levels of low-volatile terpenoids, responsible for the harsh flavor in carrots and high levels of reducing sugars. Carotenoid content increased with carrot maturity and stabilize at 120 days after sowing for orange and maroon genotypes; however, the maroon genotype was 35% higher than the orange cultivar. Anthocyanin, a cancer preventive compound and not detected in ordinary orange carrots, is present in `BetaSweet' maroon carrot with 89.8 mg·100 g-1 of fresh weight. High percentage of soluble solids and succulence in the maroon cultivar seemed to contribute to the favored sweetness perception by consumers. A consumer taste panel showed a significant difference between orange and maroon genotype for sweetness, texture, and overall carrot flavor.