This study is particularly relevant in understating consumer’s evaluation of multi-ingredient sustainable food products. Firms are in a constant demand to introduce sustainable products; thus, the authors consider product type (Vice/Virtue) implications on the perceived performance of the product. In examining this relationship, they draw from theories of attribute centrality (the degree to which the ingredients is integral in defining the food product), the authors argue that the perceived performance inferiority of product can be avoided by linking sustainability from central to peripheral ingredients of the food product. They present two studies that support the hypotheses and explore the effect of ingredient centrality on product type-perceived performance relationship of the sustainable product. The authors conclude the paper with managerial implications. It provides guidance for firms to effectively link sustainable efforts to improve consumer’s perceived performance of the product.