This paper handles the impulsive interpretation of new (unfamiliar) noun-noun compounds (NNCs) when found in isolation, and potential (re)interpretations of new and regular (familiar) NNCs when found in the verbo-visual context of Danish food labels. The explored compound food names have a modifier indicating a geographical entity whilst the head signals a food type. The results add new evidence to main issues of (cognitive) linguistic theory regarding the links between semantics and pragmatics.