Although consumers tend to express positive attitudes toward nutrition labeling when questioned directly, research indicates that most people do not use the information to help them make purchase decisions. While direct usage rates may be low, there may, however, be non‐use benefits associated with the information. This article describes the findings from a laboratory experiment which employed an indirect and highly structured research method to study an important non‐use benefit. The results indicate that consumers have more favorable attitudes toward food products which supply more information on the la