This study examines how various labeling elements influence Brazilian consumers’ choices between traditional and plant-based Muçarela. Labels were varied across four dimensions: product nomenclature (“Cheese” vs. “Plant-based product”), primary ingredient (“Milk” vs. “Cashew nuts”), nutritional claims (“Source of vitamins B6 and B12” vs. “Source of protein and calcium”), and front-of-package labeling (FoPL) presented as either text (“High saturated fat and sodium”) or combined with a magnifying glass symbol. The goal was to evaluate how these elements impact consumers’ choice probability, with implications for labeling strategies in both traditional dairy and plant-based markets. The study involved a discrete choice experiment with 509 consumers who evaluated pairs of simulated mozzarella packages. Data were analyzed using a logit model based on the Random Utility Maximization (RUM) framework, which posits that consumers choose products to maximize perceived utility. In this model, the probability of choosing a product iii is defined as   where Pi is the probability of choosing product i, Xi​ represents label attributes, and β is a vector of estimated parameters. Results showed that the term “Cheese” on the label increased choice probability by 7.6%, whereas “Plant-based product” had no significant effect. The label “Made with milk” increased choice likelihood by 6.31%, while “Made with cashew nuts” decreased it by 9.4%. Nutritional claims also positively influenced choice, with “Source of vitamins B6 and B12” and “Source of protein and calcium” increasing choice probability by 4.9% and 5.6%, respectively. Lastly, FoPL text indicating high saturated fat and sodium content reduced choice probability (-15.6) more when presented alone than when combined with the magnifying glass symbol (-13), suggesting a possible playful effect of the magnifying glass symbol in the FoPL that may soften the alert.