Excerpts: This study explored consumer reactions to six new product concepts. A split sample technique lightened the burden on the respondent, i.e., each respondent considered only three of the six product concepts. Each color-coded version of the questionnaire--blue and white--surveyed a different set of three product concepts: White -- Dehydrated sugar-coated fruit slices, Fruit packed in juice of different fruit, and Frozen fresh Bartlett pears. Blue -- Carbonated apple beverages, Dehydrated instant applesauce, and Whole cored frozen baking apples. The data reported simply represent homemakers' reactions to new product concepts. Since little or no attempt was made to inform the respondents as to how these products might be packaged or priced, it would be misleading to conclude that a verbal expression of interest reflects any firm intent to purchase these products.