Consumer awareness and credibility factors of health claims on innovative meat products in a cross-sectional population study in the Netherlands

•88.5% of the respondents accepts meat products combined with plant extracts.•Sex, age nor weekly meat consumption is associated with credibility of health claims.•Lower educational levels perceive health claims as more credible.•The Dutch Gastro-Intestinal Foundation is considered the most trust worthy promoter.•A health related magazine is considered as the most trust worthy platform.