Consumer acceptance of three re-engineered Kong products compared to a traditional one was explored. No difference was observed among the re-engineered products regarding their overall acceptability (average score of 6-7: like slightly-like moderately). The traditional one differed from the three others with a least score of 4.9. Three groups of consumers were identified using a Cluster Analysis: Re-engineered Kong likers (34%), Traditional Kong dislikers (25%) and Kong indifferent likers (42%). The most liked Kong product was the liquid smoke re-engineered one (KRLS) for 69% of traditional Kong dislikers, while it was as most liked as the salted re-engineered one (KRS) for 78% of all likers. The least liked Kong product was the traditional one (KT) for 37% of Kong indifferent likers, 91% of re-engineered Kong likers, and for 56 % of traditional Kong dislikers. A majority of consumers would most likely buy this product if easily available: 81% of Kong likers, 68% of Re-engineered Kong likers and 50% of Traditional Kong dislikers.