Food fortification presents practical and cost-effective alternative to the fight against micronutrient malnutrition. Vitamin A deficiency and lack of iron bears the greatest economic importance in Kenya. To understand the potential for mass industrial fortification programs, the study assessed the consumers’ willingness-to-pay for fortified sugar using choice experiment approach, on a sample of 162 sugar consumers drawn from Western Kenya. The results revealed that consumers are willing to pay positive premiums for most fortified sugar attributes, except the attribute involving sensory characteristics. The study conclude by suggesting specific sugar fortification targets for various consumer segments.