New food processing technologies are developed on a continuous basis. While food scientists may applaud the progress of science, consumers have been known to take a more conservative approach and do not always readily see the benefits of new processing methods. As learned from earlier examples (such as GM and irradiation), the advantages that a new processing technology has to offer do not necessarily guarantee the success of a product in the market place. If consumers do not perceive the benefits of a new technology as relevant, its application is threatened. For example, studies of consumer attitudes towards GM foods have found that consumer acceptance depends on whether consumers perceive specific benefits associated with the product (Frewer et al. 1996; Frewer et al. 1997). Hence, a benefit that is perceived only to be in the interest of the manufacturer is not sufficient. This paper examines consumers’ attitudes towards apple juice produced by two new food processing technologies, high-pressure processing (HPP) and pulsed electric field processing (PEF) in four European countries.2 Products produced by these technologies are soon to be introduced on the markets in Europe on a larger scale. Therefore, from a managerial point of view it is interesting to learn more about how consumers perceive food products produced by these novel processing technologies.