The current economic context is characterized by trade liberalization, by dynamic, open markets, fostering competition and innovation, by the diversification and customization of offers in order to satisfy the most demanding tastes and the ever-varying needs of modern consumers. These developments have led to the revision of several key economic concepts, such as the concepts of enterprise, market, competition, product, brand, consumer, etc. The changes in the traditional representations and perceptions of economic entities have also brought about the reconfiguration of the economic discourse, so as to reflect the new socio-economic tendencies. In this context, our study aims at giving an account of the evolution and restructuring of the concept of product via the conceptual metaphor, which opens new ways of envisaging products not only as mere objects of economic exchange, but rather as living organisms. Thus, our analysis focuses on several original representations of the product, metaphorically conceptualized as an actor, an orphan child, a competitor or a cannibal.