Purpose
– Based on New Nordic Cuisine and Nordic dietary recommendations, the research centre OPUS has developed a healthy, sustainable and tasty New Nordic Diet (NND) with the goal of improving public health in Denmark. In order to determine the health potential of the NND, a six-month, controlled dietary intervention trial was conducted, in which participants procured NND foods at a specially designed intervention supermarket and prepared and consumed NND meals in their homes. The paper aims to discuss these issues.

Design/methodology/approach
– A qualitative sociological study was conducted among intervention participants in order to explore whether and how they appropriated this diet into their everyday food practices.

Findings
– Participants appropriated the NND by becoming co-producers of this diet, tailoring it to accord with individual preferences and the demands of everyday life. Findings indicate that while the taste of the NND is likely to appeal to wider groups of consumers, the tasks of food procurement and preparation are likely to constitute barriers to its adoption. The strictly controlled intervention setting enabled participants to learn how to comply with dietary composition despite their deviations from given menu-plans and recipes. The extent to which such compliance would be achieved outside this context by other consumers is questioned. Further studies are needed to determine whether more widespread consumption of the NND would in practice comply with Nordic dietary recommendations.

Originality/value
– The study provides insights relevant to health agencies, public health researchers and food companies regarding consumer appropriation of a dietary system, the health benefits of which are dependent upon dietary compliance.