Products for consumers with special needs (celiac) and those who prefer a differentiated diet are necessary due to growing demand and a niche market to be exploited. The incorporation of other substances in the formulation of cakes requires a detailed analysis of their characteristics and sensorial attributes. However, the use of these flours may change the sensory characteristics of a product that is normally made from wheat flour. This study aimed to identify the ideal formulation of gluten‐ and lactose‐free brownies made with rice flour and beans/lentils in consumer perception, through the combination of sensory tests. Using these data, the aim was to define recommendations for the reformulation of a product of high consumer acceptance, using easily accessible ingredients. The sensory methods used were descriptive analysis with a group of 20 trained evaluators and a group of 100 consumers evaluated through the check‐all‐that‐apply and just‐about‐right questionnaire; all groups performed the acceptance test by hedonic scale. Data were analyzed using multivariate techniques and correlation matrices. The results showed that the attributes selected by the trained evaluators and consumers were sufficient to indicate that color and texture were the most striking characteristics that should be improved in brownie formulations without gluten and lactose. Practical Application The study assumes that from the combination of sensory methods it is possible to verify the attributes that are most attractive to consumers in gluten‐free and lactose‐free cake formulations, using easily accessible ingredients that have technological, nutritional, and sensory quality, such as those formulated with wheat.