This study performs an a priori segmentation of shoppers based on their emotions with respect to two novel food items, one functional the other conventional. Both food types appear to evoke positive emotions in a majority segment of consumers and negative emotions in a minority segment. An analysis of the purchase decision structures of these segments using means–end chain methodology reveals the importance of hedonistic and nutritional qualities in food consumption decisions. In addition, brand emerges as a key factor in the purchase choices of satisfied consumers while quality search and control are key issues for concerned shoppers.