Most consumers are unaware of acrylamide but 70% of those who have heard of it of it are concerned about the potential health effects of consumption. According to a survey from ingredients supplier Royal DSM only 22% of consumers have heard of acrylamide.  Most of these informed consumers, 64%, claimed to have taken action to reduce their acrylamide consumption. Around half believe the responsibility for acrylamide levels in the products sits with food manufacturers, compared to just 28% who believe regulators should take responsibility.

Source: foodnavigator.com

Lightbulb Moment: While the food industry is well aware of acrylamide, especially those with the poster children of products – French fries, coffee, etc.  Acrylamide can form from sugars and an amino acid that are naturally present, during high-temperature cooking processes, such as frying, roasting, and baking.  Because it is formed only through certain cooking methods, the worry here is that foods may be found to be guilty by association even though it is the cooking method that is the culprit, not the food item.  Additionally, the scary name, Acrylamide, will lend to consumer fear and confusion.