When consumers consider whether to buy foods that are treated with new and sometimes unknown processing technologies, there are some arguments that make them more willing to buy the product than others.

Through scientific consumer studies, scientists have documented the type of information or arguments that make Norwegian consumers more positive about buying products that are treated using High Pressure Processing.

Advice on communication with customers

If you have a product that is treated using High Pressure Processing, you should emphasise the following advantages regarding the product.

The advice is divided into two product categories:

1. Cereal products, dairy products, vegetables, fruits or juices

This is what you should emphasise in your marketing communication:

Detailed information

• Further processed using high pressure that makes daily life more convenient.
• Reduced food waste during processing.

Brief information

• Quick and easy
• Retains quality longer
• More nutritious
• More Vitamin D (when relevant)
• Less sugar (when relevant)

Avoid referring to

• Environmental sustainability

2. All other products

This is what you should emphasise in your marketing communication:

Detailed information

• Further processed using new technology that makes daily life more convenient.
• Reduced food waste during processing.

Brief information

• Quick and easy
• Retains quality longer
• More nutritious
• More Vitamin D (when relevant)
• Less sugar (when relevant)

Avoid referring to

• High Pressure Processing
• Environmental sustainability