In an increasingly obesogenic food environment, making healthful food decisions can be difficult. Because consumers are often bombarded with excessive information about foods they often rely on simple heu- ristics to decide whether to purchase or consume a food. In the present study we tested females who were either restrained (n = 33) or unrestrained (n = 33) to determine whether their sensory perception and intake of a food would be affected by brand information. Participants were provided with in an ad libitum snack of cookies which was labeled with a brand typically associated with healthful snacks or a brand associated with unhealthful snacks. Results indicated that all participants rated the cookies with the healthful brand label as more satisfying and as having a better taste and flavor. Furthermore, restrained eaters consumed more of the healthful brand than the unhealthful brand, whereas unre- strained eaters’ consumption did not differ. Thus it appears that food-related beliefs do influence con- sumers’ intake, especially that of restrained eaters. Further research is warranted to investigate these beliefs in order to improve recommendations for healthful eating in a society facing an increased prev- alence of overeating and obesity.