Innovation in traditional foods: A laboratory experiment on consumers’ acceptance of extra-virgin olive oil extracted through ultrasounds

Highlights• Ultrasound-assisted extraction of extra-virgin olive oil is a promising emerging technology.• Innovation of traditional food products such as extra-virgin olive oil is more difficult than other food categories.• Extra-virgin olive oil obtained through ultrasound-assisted extraction may be, generally, accepted by consumers.• Consumers are not willing to pay a premium price for extra-virgin olive oil exextracted through ultrasounds..