This study focused on the organoleptic characteristics and consumers’ purchasing decision of milk jellies made with lactose-free cow milk and various plant-based non-dairy milk, including almond milk, coconut milk, oat milk and soymilk. All milk alternatives were measured for the CIE color system. The hedonic scale was used to evaluate product liking on appearance, color, taste, flavor, texture, and overall acceptability–still, the scaling test assigned for the purchasing intention. The results showed that milk alternatives' lightness, taste, and flavor preference affected consumers' liking and purchasing decisions for non- dairy milk jellies. Preference mapping showed the relevance of the high lightness of milk alternatives and product acceptability. Coconut milk jelly was the most preferred, as did lactose-free milk jelly, while soymilk jelly was the least.