This research examineswhether prior expectations, tasting and product information may shape different hedonic and sensory judgements as well as may alter consumers’ WTP and overall food behavior. Italso provides evidence on the degree to which consumers are willing to compromise taste in order to derive the potential health benefits of food. These two research questionsare evaluated under two healthy food schemes: a novel unfamiliar snack product and a conventional energy snack bar.Research findings regardingthe influence of different types of information on food preferences and also regarding the observed trade-off between health and taste in modern societies are mixed and not well established.Our results indicate that when informational labeling is explicitly providedafter taste it canonly affect sensory evaluation and willingness to pay for novel products, where no prior product experience and subsequently expectations exist. On the contrary, provision of information before tasting has a positive impact on subject’s taste evaluation and purchasing intention, irrespective of which product is evaluated. In addition, it makes subjects less strict on their tasteevaluation and makes them more willing to trade pleasure derived from taste in order to improve the healthfulness of their diets. These findings could have important implications for understanding consumers’ reactions to different marketing tricks.