Consumer acceptance of the New Nordic Diet. An exploratory study

•The New Nordic Diet (NND) is being developed with the aim of improving public health.•Consumers tend to accept the ideas behind the NND and to approve of its taste.•Strong social and cultural barriers to the adoption of the NND are identified. With direct reference to New Nordic Cuisine and Nordic dietary recommendations, the OPUS Research Centre in Denmark is developing and testing a healthy, regional New Nordic Diet (NND) that promises to have outstanding gastronomic properties. The NND is disseminated to Danish consumers with a view to improving public health. To explore the acceptability of the NND to consumers, a qualitative study comprising focus groups, home-testing of NND prototype meals and personal interviews was conducted in urban and rural areas (N=38). Most participants, particularly women and residents in urban areas, are positive towards the ideas underlying the development of this new diet and enjoy the taste and appearance of NND meals. Barriers to acceptance include the untraditional formats of NND meals, the time needed to prepare them, the unfamiliarity of ingredients, perceived problems regarding product availability, reservations about the elitist character of this project and unwillingness to exclude non-Nordic dishes on an everyday basis. The study concludes that several social and cultural barriers must be overcome if the NND shall constitute a source of improved public health. The pursuit of this objective could more fruitfully take its point of departure in in-depth consideration of existing food practices among Danish consumers.