Valorisation of an agroindustry by-product, through its uses as an ingredient, in the development of a product may be an opportunity for industries to reduce wastes; generating a valuable product rich in bioactive compounds. Nevertheless, as happens with every new product, food manufacturers follow the market trend ensuring that any new product or idea meets consumer’s expectations. The aim of this work is to study the expectation and the acceptability of consumers towards fibre-enriched cookies using blueberry pomace as a functional ingredient. A label for the blueberry cookies, created for this purpose, was evaluated by consumers who rated their expected liking when observing this label. Fibre-enriched cookies were formulated using blueberry pomace powder as source ingredient for antioxidant dietary fibre. A cookie without fibre was evaluated as a reference. Cookies were evaluated by a group of consumers who rated their degree of liking when tasting the sample under blind and informed conditions. Results showed that the consumer expectations were not fulfilled when assessing the product. Acceptability scores of blueberry pomace, fibre-enriched cookies show that most consumers are not willing to compromise hedonic aspects of cookies for their healthful attributes. Focus group was used to explore the characteristics a healthy cookie should have. Formulation of cookies must be optimised taking into account the acceptability of consumers.