Consumption　trends　demand　healthier　meat　products　and　require　research　into　reformulation　strategies.　Ambiguities　in　consumer　preferences　for　two　processed　meat　reformulation　strategies　(i.e.,　ingredient　＂reduction＂　and　nutrient　＂addition＂)　were　investigated.　Using　physical　prototypes　of　omega-3-enriched　pork　sausages　and　sensory　evaluation　to　reduce　hypothetical　bias,　followed　by　a　choice-based　conjoint　experiment,　results　suggested　that　consumers　valued　both　＂addition＂　and　＂reduction＂　reformulation　strategies,　and　consumers＇　willingness-to-pay　(WTP)　premiums　were　the　highest　for　omega-3　addition,　followed　by　fat　reduction,　and　were　lowest　for　salt　reduction.　Moreover,　WTP　was　influenced　by　sensory　preferences　and　was　positively　correlated　with　sensory　liking　levels.　Providing　health-related　information　improved　consumers＇　sensory　perceptions　of　omega-3-enriched　sausages.　Findings　imply　that　reformulated　healthier　meat　products　are　acceptable　to　consumers.　Moreover,　to　enhance　consumers＇　valuation　on　new　launches　of　healthier　processed　meat　products,　meat　manufacturers　should　inform　consumers　of　health-related　reformulation　information,　provide　consumers　with　opportunities　to　taste　newly　developed　healthier　processed　meat　products,　and　continuously　optimize　consumers＇　sensory　experience.