Consumption of high-fiber foods, such as whole-grain bread, reduces the risk of many diseases. However, the consumption of white bread is still dominant in households. It is important to understand the causes of this contradiction and to find ways to encourage fiber consumption. To this end, the objective of this work was to evaluate the effect of wheat bran granulometry and concentration on the organoleptic quality of bread and its acceptability by the consumer. Soft wheat bran, with one of three average particle sizes (approximately 1, 1.4 or 1.8 mm) and one of three concentrations (7, 14 or 21%), was mixed with white soft wheat flour, in a factorial experiment. The nine breads (receiving the nine treatments), in addition to a control (without added bran), were analyzed for moisture, specific volume, browning index, and porosity. These ten bread types were presented to 106 people of different ages, genders and origins, to rate them for appearance and taste (after blindfolding), according to a completely randomized design. We used Pearson’s correlation test to compare quantitative variables, and ANOVA or Kruskall-Wallis test to compare treatments. This study revealed that increasing bran concentration caused a significant increase in bread crumb moisture; whereas increasing bran granulometry caused a significant increase in bread crumb cell size and a significant decrease in bread specific volume. Based on visual judgment, respondents expressed a strong preference for bread rich in wheat bran, with a light brown crumb. However, after tasting, bread appreciation was negatively affected (P<0.05) by increasing bran concentration. Visual appreciation of bread was significantly higher in women than in men. Our results suggest that there is an awareness of fiber importance that has not yet translated into a preference. A flour containing 7 to 14% bran with a particle size of 1.4 mm seems to be the best, meeting bakery requirements and satisfying consumer preference.