OK problem solved it was mainly a matter of <meta> tags:
<meta property="og:title" content="This Page Title"/>
<meta property="og:type" content="product"/>
<meta property="og:url" content="http://www.mywebaddress.com"/>
<meta property="og:image" content="http://www.myimage.jpg"/>
<meta property="og:site_name" content="My Site Name"/>
<meta property="fb:admins" content="10101010101"/>
<meta property="og:email" content="hello@mywebaddress.com"/>
<meta property="og:description" content="Description of my product."/>
Still wondering where Facebook get this "New project" title anyway.