.../approach Three focus group studies, exploring consumers' ready‐to‐heat (RTH) meal dilemmas, were conducted in Norway. Findings The frequency of barriers and four narratives are presented, and the results indicate that consumers face bottom‐up dilemmas related to barriers like sensory perception...

... A total of 46 structured telephone interviews with stakeholders within the food system were carried out during 2006 in the Nordic countries. The theoretical frame was established by Billig's idea of “ideological dilemmas” and the interview transcripts were coded into conceptual versus pragmatic speech...