The use of high hydrostatic pressure in food processing is of great interest because of its ability to inactivate food borne microorganisms and enzymes, at low temperature, without the need for chemical preservatives. Pressure-treated foods have sensory properties similar to fresh products, which is a major advantage in juice processing as it matches consumer demand for healthy, nutritious and "natural" products. However, an important issue rises when we consider the acceptance of such products by the consumer. This paper discusses the use of pressure processing in fruit juice production from a consumer perspective, focusing on the Brazilian consumer perception and attitude, with respect to information presented on the fruit juice label about the technology. The results have shown that when the technology. advantages were presented on pineapple juice labels, participants understood the benefits, and expressed a higher product intention to purchase. (C) 2004 Elsevier Ltd. All rights reserved.