In this research we proposed an integrated methodological approach to measure the “real” consumers’ preference towards new Traditional (TPP) and Innovative Pork Products (ITPP) from three untapped pig breeds in Spain (Porc Negre), Italy (Cinta Senese) and Slovenia (Krškopolje). We first analyse consumers’ perception towards the traditional concept in pork products. Results showed high preference heterogeneity amongst countries. After the eating experience, the expected preferences were affected significantly in particular in Italy and Slovenia. The likelihood to purchase the innovative pork products increased as well. © 2017, University of Zagreb. All rights reserved.