Utility scenario two, weak separability according to the health attribute “fat content” for all ground meats is rejected. Scenario three that allows consumers to distinguish between extra lean and regular ground beef, while all other ground meats are only separable by animal origin, is rejected by a small margin. This slightly inconclusive finding suggests that fat content does play a role in Canadian consumers’ selection of ground beef, whereas all other ground meats tend to be considered composite goods partitioned only by animal origin.