The present guidelines for sports nutrition recommend relatively higher doses of carbohydrates (CHO) for endurance exercise. There is a need for novel food products that are solid but easy to swallow and supply a large dose of CHO without gastrointestinal distress (ingesting a large amount of sugar solution may cause gastrointestinal distress because of its high osmolality). We prepared a modified rice cake (SPRC, sweet potato rice cake) and assessed its properties in swallowing and mastication; we also assessed the availability of this modified rice cake as a CHO source during endurance exercise. The number of chewing strokes with the SPRC tended to be lower compared to glutinous rice cakes. The exercise protocol consisted of 1 h at 80% VO2max plus a continuous time trial. The subjects were administered a commercially available jelly drink (CHO gel) or SPRC at 0 and 30 min during exercise and immediately after completing the time trial. Heart rate, oxygen consumption, blood glucose elevation, and the rate of perceived exertion did not differ among the trials during exercise. However, the visual analog scale rating revealed that SPRC significantly suppressed hunger and sweetness ratings (p<0.05) and tended to suppress thirst ratings (p<0.10) during exercise. The palatability rating did not differ between the SPRC and CHO gel during exercise at 80% VO2max and immediately after the time trial. In conclusion, pre- and during exercise ingestion of the SPRC suppressed sweetness, thirst, and hungry ratings without interfering with exercise performance.