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XYZ Fruit Puree is one of complementary food products developed by Company X. A marketing plan to expand the market of the product is considered by developing new product variants, namely XYZ Organic Fruit Puree. The plan is done by providing new price offers and changing the target market from upper Social Economic Status (SES) into middle to upper. This study aimed to evaluate consumer’s acceptance, purchase intention, and preference toward XYZ Fruit Puree and XYZ Organic Fruit Puree product concepts. Non-parametric tests of Wilcoxon signed-rank test and Mann-Whitney test were used for data analysis in this study to compare the preference of total samples and each sample groups differentiated by its social economic status and usership. The result showed that XYZ Organic Fruit Puree concept was more preferred by all types of consumers in aspects of overall liking, uniqueness, intention to buy, and preferential intention. However, if price was taken into consideration, intention to buy for XYZ Fruit Puree concept was significantly greater than the XYZ Organic Fruit Puree concept. The recommendations given were the price of XYZ Organic Fruit Puree can be adjusted to be more acceptable to consumers as well as increasing consumer trust in product safety.