"European food industries have to continue developing new food products in order to improve their competitiveness on the increasingly competitive food market. It is a generally accepted fact that far too many new food introductions on the food market fail every year which negatively affect business performances in the food industry. This high failure rate is widely recognised to be due to the lack of incorporation of the consumer-voice in the process of new food product development (NPD). Afterall, consumers take into account a large number of product attributes, both intrinsic and extrinsic, when making food choices. The food industry requires a manageable protocol for NPD which includes more realistic marketing information. The project aims to illustrate a formalised and innovative methodology which combines both intrinsic and extrinsic food attributes, therefore acquiring a better understanding of consumer acceptance of novel food in real market buying situations in order to contribute to the improvement of the process of NPD. With this in mind, a multidisciplinary and international research approach is necessary which involves different scientific disciplines, such as food and economic sciences, as well as strong collaboration among research institutes and the food industry. Points of investigation will be high quality novel foods which are expected to be introduced into the food market in the near future. Novel foods to be investigated will be identified through qualitative research carried out with experts and food industries. Then, sensory analysis and qualitative consumer research will be performed. Finally, quantitative consumer survey will be designed and carried out by applying a new scientific methodology based on an innovative experimental economic approach. Comprehensive dissemination activities in terms of publications, seminars and implementation of the new protocol at food industry level will ensure a wide spectrum of information in the results."