Acceptability of a sustainable technological innovation applied to traditional soft cheese: information concerning the benefits for health and the environment can compensate for a lower hedonic appreciation

•Liking and WTP for three cheeses, including two innovative ones, were measured.•Information was given: nature of the process, health and environment benefits.•Information about the new process did not change WTPs for the new cheeses.•Increase in WTPs for the new cheese following health and environment information.•Health and environment information compensated for a liking difference.