The survey aims at analysing the current positioning of Greek feta cheese. A regional UK market is selected as a typical research location. Four components of feta cheese's marketing mix (country of origin, brand name, type of milk used and price) are included in a conjoint task of product evaluation. Based on the importance assigned to these attributes, the survey identifies a number of consumer segments, and defines those that have a possibility to constitute regular feta cheese buyers. Feta cheese is seen by consumers of the sample as expensive compared to its perceived quality. This perception is attributed to the modest image of the product, which does not motivate a purchasing behaviour typical for a specialty cheese. Findings indicate the pressing need to reposition the product in the UK market.