The demand for healthier foods has increased, but the interest for convenience prevails. Thus, there is opportunity to popularize convenient healthier food. For meat products, some innovations are sodium reduction, fat reduction and natural antioxidants. Despite the efforts on technical feasibility of such attributes, few studies have elucidated the perception of consumers on these innovations. Projective techniques have been used to better understand consumer attitudes towards foods and beverages. Given the above, the objective of this study was to obtain inferences about the consumer perception regarding four types of frozen hamburgers: traditional, sodium reduction, with fat reduction and with antioxidants. The methods used were projective technique of word association, cluster analysis based on attitudinal questionnaire and purchase intention. Fifty-six consumers participated. Healthiness, Good Taste, Quality/Flavor Apprehension and Fat/Calorie were the most mentioned categories, deserving attention for new product development and from marketing professionals. Different types of burgers revealed distinct associations, suggesting that marketing efforts should also consider these particularities. Consumers with different attitudes towards personal interest in health may reveal different perceptions for some attributes, which can be additionally explored. Regarding purchase intention, it was suggestively higher (p<0.1) only for the hamburger with fat reduction compared to the one with antioxidants - in other comparisons, the average of purchase intention did not differ (p<0.1). Thus, all types considered here still worth to be explored in new quantitative and qualitative consumer studies on healthier hamburgers.