The Reg. 1924/2006 has introduced a European legal framework for nutrition messages to be put on front labels. The study analyses consumer interest towards nutritional label and claims, trying to identify the information consumers consider important during their purchasing decisions, and the main characteristics of consumers interested in nutritional claims and nutritional labels use. The survey was conducted in northern Italy and the sample consists of 1,025 consumers. We estimate one binary logit model to investigate the use of the nutritional label, and other seven ordinal regression models to analyze the consumer interest towards the nutritional claims. The results suggest consumers who use nutritional label are interested in nutritional attributes, food safety, and quality concerns, whereas consumers interested in nutritional claims show less interest in food safety and consider important factors such as price, brand and flavour.