Sustainable innovation in the agro-food system has become a strategy increasingly used by companies as a means to increase their competitiveness and position themselves in the market. In this context, the objective of this work is to identify the attitudes and sensory perceptions of consumers towards sustainable food technology through two scales (Food Technology Neophobia and Domain Specific Innovativeness) and hedonic tastings. For this, a new product was selected in the market: powder to prepare rice with milk. Most consumers have attitudes toward low neophobia to products with food technology, but there is also some caution, situation that is corroborated by the moderate predisposition towards innovations. Color and flavor attributes can make the difference in positive perceptions. It should not be forgotten that there is a segment of innovative sustainable consumers that represent a key market.