"Consumers have increasingly recognized the link between health and diet, and are taking special interest in functional foods that promise to enhance health and reduce the risk of diseases. Milk, an excellent source of essential nutrients, as well as an ideal carrier of healthy functional ingredients, holds promise for the development of functional foods. A variety of functional milk products have been launched into the market, such as yogurt, milk, butter and cheese fortified with vitamins, minerals, and omega-3 fatty acids. Conjugated linoleic acid (CLA), which may help reduce the risk of cancer, heart disease, and obesity, is naturally found in milk. The dairy industry is working actively with scientists to develop CLA-enriched dairy products to serve Canadian consumers. This study examines consumers' attitudes toward CLA-enriched products, and identifies several key factors that may help determine consumers' acceptance of these products. The information obtained from this study is useful for the dairy industry to develop marketing strategies for CLA and other functional milk products." Copyright 2006 Canadian Agricultural Economics Society.