Cottonseed hulls are co-product of agribusiness that can be used in beef cattle rations, decreasing the cost of feed. The aim of this study was to evaluate the effects of different cottonseed hull levels, display and ageing times on visual and sensorial meat acceptability. Longissimus thoracis muscle from 30 crossbred young bulls finished on three high-grain diets (210, 270 or 330 g/kg of cottonseed hulls on dry matter, respectively) were visually evaluated during 10 days of display by 37 appraisers. Tenderness, flavour and overall acceptability from the three diets and three ageing times (1, 7 and 14 days) were evaluated by 120 consumers. On the visual study, time of display (P⩽0.001) was a more significant factor than diet. Cottonseed hull level had no effect on sensorial analyses, with tenderness acceptability improving with ageing time (P⩽0.001). Results indicate the possibility of using the three studied levels of cottonseed without damaging consumer meat acceptability.