This document summarizes a study on consumer perspectives of authenticity and branding in food products. It discusses tensions between branded authenticity and authentic branding. The study involved interviews and observations of 40 middle-class consumers in Denmark and Sweden. Key findings include: 1) Consumers value perceived craftsmanship and question highly processed or industrialized products. They prefer to source directly from producers. 2) Some appreciate brands that promise convenience without compromising quality or health. Others are empowered to make food themselves to control ingredients. 3) Authenticity is experienced differently based on consumers' views of appropriate production modes and work ethics. The relationship between generic versus branded products and crafting versus industrialization is