Why are we undertaking this project?
The use of new and emerging ingredients is increasing as consumers demand products that are healthier, including ‘free-from’,
‘allergen-free’, ‘meat-free’ and ‘sustainable’. However, consumers’ attitude and perception towards ‘novel’ ingredients (especially their
acceptance when applied to products) is not fully understood.
What are we doing as part of this project?
Providing a better understanding of both industry’s and consumers’ perceptions of ‘novel’ ingredients, with a focus on
consumer acceptance when these ingredients are included in products.