A novel method for the rapid screening of antioxidant efficacy and oxidative stability in food and feed matrices has been developed. The analyses are described as free radical generation (FRG) assays. The new procedure combines the use of azo-initiators with analytical equipment that is widely used for antioxidant research such as the oxidative stability instrument and the oxygen bomb. The use of initiators instead of high temperatures as a driving force to increase the rate of oxidation improves the correlation between the accelerated screening of foodstuffs and real shelf life. The improved correlation can be mainly explained by the fact that food products are analyzed in their original status, maintaining all interfacial phenomena of the food matrix. Furthermore, the lower temperature of analysis reduces differences between the reaction kinetics of the assay and those of the oxidation during actual shelf life. Consequently, the correlation between the accelerated analysis and shelf life is improved, particularly when compared to accelerated oxidation at high temperatures. The FRG assays could be used successfully to evaluate the efficacy of natural antioxidants in heat-sensitive food products such as emulsions and meat products. A good correlation was observed between the accelerated tests and the oxidation parameters obtained from standard shelf-life evaluation. It was possible to successfully compare the efficacy of several antioxidants and to predict shelf life for these heat-sensitive food matrices.