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The goal of the current study was to determine whether provision of brand and caloric information affects sensory perception and consumption of a food in restrained (n = 84) and unrestrained eaters (n = 104). Using a between-subjects 2 × 2 × 3 design, female restrained and unrestrained eaters were asked to taste and rate a cookie that was labeled with a brand associated with healthful eating (Kashi^®) or one associated with unhealthful eating (Nabisco^®). Additionally, some participants were presented with a nutrition label alongside the brand name indicating that one serving contained 130 calories (Low-Calorie Condition), or 260 calories (High-Calorie Condition). The remaining participants were not shown a nutrition label (No Label Condition). Results indicated that those in the No Label or the High-Calorie Condition perceived the healthful branded cookie to have a better flavor than those who …