Current consumer trends suggest health claims, ranging from simple nutrient descriptors to those that inform about disease management and therapy, will impact acceptability and/or intent to consume modified products. In this study, 74 consumers (16M, 69F, age range 18-61+) evaluated 3 pumpkin muffins for willingness to purchase on a 6-point scale, where l=not at all and 6=very likely. Muffins, prepared from the same formula, were randomly assigned to the control, labeled with product name only, or 1 of 2 nutrient descriptors, labeled reduced-fat or added antioxidants. The display simulated a retail bakery. Participants also answered a survey, based on the FMI Current Supermarket Trends Survey Instrument; demographic information was obtained.According to ANOVA and Student-Newman-Keuls Means Separation Test (p<0.05), claims presented significantly influenced willingness to purchase. Participants were less willing to purchase muffins with the antioxidant claim (3.4±1.6); no differences in willingness to purchase the reduced-fat (4.3±1.6) or control (4.0±1.4) muffin were found.Participants indicated above average knowledge about general nutrition (77%), and fat (75%), whereas only 42% indicated above average knowledge about antioxidants. As knowledge about health effects of fat increased, willingness to purchase reduced-fat muffins increased; a similar, but weaker, trend between antioxidant knowledge and willingness to purchase was found. These consumers (92%) routinely purchase reduced-fat products.When nutrient descriptors or content claims are made, consumer awareness of health benefits is essential to maximize the dietary incorporation of these “healthier” products. Nutrition education prior to, as well as, post-product introduction will increase awareness and knowledge. Simple nutrient descriptors at point-of purchase appear to be insufficient with the absence of consumer knowlede.