To analyze the market demand response to the introduction of voluntary trans fat labels, we build upon a well-developed microeconomic model of consumer choice that incorporates the role information plays in individual decision-making (Swartz and Strand; Smith, van Ravenswaay and Thompson; Brown and Schrader; Wessells, Miller and Brooks; Piggott; Piggott and Marsh; Kalaitzandonakes, Marks and Vickner; Marks, Kalaitzandonakes and Vickner). Mathios (2000) in particular investigated the impact of NLEA on a processed food market using a random utility model. Teisl, Bockstael and Levy (2001) used the Foster and Just (1989) framework in conjunction with an Almost Ideal Demand System (Deaton and Muelbauer) to investigate the impact of nutrient labeling in a small sample of stores in New England. Both the Mathios and Teisl et al. studies were limited in terms of data quality; lack of a representative sample and low frequency time series limit their findings.