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Abstract
Natural capabilities of Hungary are particularly favourable for agricultural and food production. There
are good possibilities both in cultivation of plants and in animal husbandry on plough- and grasslands.
Hungary's share and its competitive position, however, decreased on European and world market in the
past years. Therefore our research was focused on developing new animal products meeting the changing
consumers' demands by their nutritional benefits and by their natural way of production. The study
highlights four product s, namely goose - liver produced by considerately fatten up, rabbit meat with low
fat and cholesterol levels, beef rich in omega - 3 fatty acids and selenium enriched eggs. The final goal is
to form the basis of test - marketing being necessary to sale new branded products. By performing it we
can introduce marketable products on national and international markets.