New products and new processing techniques are continuously developed within the food industry. While food scientists may focus on the technical novelty and applaud the progress of science, consumers are often conservative and skeptical towards changes. As learned from earlier experiences with gene modification and irradiation, the advantage that a new processing technology has to offer, do not necessarily guarantee the success of a product in the market place. Consumer acceptance depends on whether consumers perceive specific benefits associated with the product (Frewer, Howards, Shephard 1996; Frewer, Howards, Hedderley, Shephard 1997). Accordingly, to identify factors that influence consumer acceptance is important for market success.