The agri-food industry faces new challenges as consumer demand for new, healthier foods increases. Media headlines frequently mention health benefits from certain foods and food components, and consumers are more health conscious because they are aging. They realize their food choices can reduce their risk of developing chronic illnesses such as cancer and heart disease. The competitive advantages for firms who are the first to bring their food innovations to market will depend in part on the efficacy of their marketing strategies. Firms that can identify and target those consumers who are most interested in trying new foods with enhanced functional health properties will likely be the most successful. This paper identifies attitudinal and sociodemographic characteristics that influence a consumer’s desire to be among the first to try innovative functional foods.