Turopolje pig (TP) is a local Croatian breed which nearly extinct in the second half of the 20th century. Currently, despite the state support, the TP is still endangered and to self-sustain the breed a new marketing strategy, based on the meat products with an extra added value, is needed. As consumers nowadays increasingly demand for more convenient and healthier types of products, in present work (within TREASURE project) we investigated consumers’ acceptance of health-related innovations associated with the reduction of salting or smoking of TP dry-cured ham. A consumer (n=120) sensory test was carried out in Zagreb city area with the three types of TP hams (typically salted and smoked, less salted or less smoked) and two types of standard hams (conventional and premium) from modern pig breeds. Effect of information on innovation and/or breed on ham preferences was tested using three-step procedures as blind, expected and actual (informed) test on liking scale from 1 (dislike extremely) to 9 (like extremely). Data were analysed by GLM procedures at 0.05 α-level. In the blind test, in the absence of information, no significant differences between ham liking scores were found. In the expectancy test, when only information is given, all types of TP ham were more preferred than conventional ham, but only typical TP ham was preferred over the premium ham. Finally, when tasting is repeated with the information, all TP hams were scored higher than premium ham, while innovative TP hams were scored similar as conventional ham. This results suggest the preference of TP hams over the standard hams and a good acceptance of health-related innovations in TP ham by Croatian consumers. Funded by European Union’s H2020 RIA program (grant agreement no. 634476).