Quantification of bitterness intensity and effectivness of bitterness suppression of a novel active pharmacological ingredient (API) being developed by GSK was performed using an Electronic Tongue (ET) based on potentiometric chemical sensors. Calibration of the ET was performed with solutions of quinine hydrochloride in the concentration range 0.4 - 360 mgL^-1. An MLR calibration model was developed for predicting bitterness intensity expressed as "equivalent quinine concentration" of a series of solutions of quinine, bittrex and the API. Additionally the effectiveness of sucralose, mixture of aspartame and acesulfame K, and grape juice in masking the bitter taste of the API was assessed using two approaches. PCA models were produced and distances between compound containing solutions and corresponding placebos were calculated. The other approach consisted in calculating "equivalent quinine concentration" using a calibration model with respect to quinine concentration. According to both methods, the most effective taste masking was produced by grape juice, followed by the mixture of aspartame and acesulfame K.