Our study is a part of the scientific and political debate on how to inform consumers about the health benefits of foods and guide their choices towards healthier diets. In particular, the study has investigated how attitude towards functional foods moderates the effect of the health claim and naturalness claim when choosing these products. For this purpose, we used a hybrid choice model that has allowed us to identify the determinants of attitude towards functional foods and then integrate said attitude into a choice function. The empirical study was conducted on biscuits, by analysing data from a representative sample of Italian (5 0 0) and Danish (5 0 6) consumers. The results provide novel evidence for both policy makers and manufacturers involved in fostering the demand for foods with enhanced nutraceutical characteristics.