Among the plant based products developed in recent years, ice cream has gained prominence in this market, and it is important to understand how consumers perceive such products. The aim of the study was to explore the perception of different consumers (n=24) in relation to a plant-based ice cream through focus group sessions. An image of nut ice cream was presented as a stimulus and participants were asked to say the first four words, emotions and/or feelings that came to their minds. The evocations were evaluated with the aid of the IRAMUTEQ software, through the prototypical analysis, indicating the likely structure that represents this perception according to the frequency of terms (f) and average order of evocations (AOE). From grouping of similar associations, 16 different terms were obtained. In the first quadrant are the elements readily evoked with a frequency higher than the average: "tasty" (f=6; AOE=2.2), "curiosity" (f=6; AOE=2.2) and "pleasant texture" (f= 5; AOE=1.6), indicating that sensory aspects together with interest in the product are the central core, representing the general perception of the participants. In the second periphery, there are the terms that have a high frequency, but that were not readily evoked: “would try” (f=8; AOE=2.8) and “nutritive” (f= 4; AOE=3.5). In the contrast zone, there are low frequency evocations, but which may suggest a contrast of ideas/opinions, represented by the words “healthy” (f=3; AOE=1.7), “refreshing” (f=3; AOE=2) and “not creamy” (f=2; AOE=2). In the first periphery are the evocations of lower frequency and higher AOE, such as “pleasant color” (f=3; AOE=3), “expensive” (f=3; AOE=3) and “less caloric” (f=2; AOE=3). In general, sensory aspects and healthiness, together with curiosity and price, are the main perceptions of the evaluators, and can influence the choice and acceptance of plant based foods.