The aim of this paper is to develop and validate a consumer-based food label equity scale. The paper is based on a literature review of brand equity and food labels, one qualitative study, and three quantitative studies. Partial least squares analysis is used to clarify the hierarchical structure of the proposed food label equity scale. The proposed scale has seven first-order facets, namely Design, Relevance, Credibility, Honesty, Visibility, Awareness, and Clarity. The first-order facets then combine formatively into 3 s-order constructs, namely Trust, Informational Value, and Label Familiarity, and, ultimately, into a third-order construct of global food label equity associations.