In this article we analysed the role of acceptance of a new food within innovation processes in the Italian food sector. Our analysis focused on preferences and the opinions expressed by three distinct groups of young consumers in relation to functional foods (FFs). Such products represent an innovation both in terms of technology and commerce for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify highly differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.