The food sector faces growing challenges that necessitate the adoption of novel technologies, such as active packaging, to enhance food security and sustainability. This study employs discrete choice experiments to evaluate U.S. consumer preferences and willingness to pay for various active packaging solutions in fat-containing food products like milk, ranch dressing, and almond milk. The experiments were conducted in collaboration with a team developing new active packaging applications, focusing on realistic product depictions and packaging designs. Our findings indicate that amber-colored active packaging is generally less preferred, while preferences for opaque packaging, which conceals the technology, vary by product type. Notably, when extended shelf life is considered, U.S. consumers are willing to pay a premium for white opaque active packaging across all three food products. Two separate sociodemographic comparisons agree that individuals with lower income and education levels are more likely to resist novel food technologies like active packaging. Furthermore, technology-adverse consumers exhibit significantly lower willingness to pay for these innovations. These insights underscore the importance of addressing consumer concerns and tailoring communication strategies to improve acceptance and facilitate the market adoption of active packaging technologies.