We conduct an experiment with grocery store shoppers using an onsite survey to examine the effectiveness of nutrition labels provided on grocery store shelves. We measure effectiveness of the nutrition labels in terms of how well the labels attract attention and if they affect shopper behavior. Based on our sample, we find that shelf label nutrition information not only attracts shopper attention but affects shopper behavior as well. Further, we find the effect is moderated by a shopper’s propensity to use nutrition information. Our results suggest providing nutrition information via grocery store shelf labels may be a useful medium to convey nutrition information to shoppers. Additionally, increasing interest in nutrition information and the ability to use the information can have important implications.