The obesity epidemic is a major cause of health costs in most industrialized nations. Constant availability of palatable foods leads to overconsumption and increased energy intake. Labels on food packages can guide consumer choices and influence their consumption patterns. To optimally design policy interventions based on nutritional labels a better understanding of their effect is important to prevent paradoxical effects. Within this talk I will present several studies investigating the effect of different nutritional labels on the valuation, perception and consumption of food items using behavioral and fMRI methods.