Verbal health claims, pictorial health claims and information regarding the presence of wholegrain have positive influences on consumers’ perception of the food product. However, consumers from different European countries don’t have similar perceptions. Finnish consumers seem to be the most positive towards both natural and medical pictorial health claims. Additionally, Finns as well as Germans are highly positive towards verbal health claims. The most contrary attitudes can be found in Italy: while Finns are willing to buy wholegrain products Italians prefer the products without wholegrain.