Food waste generated by the food industry is a prominent contributor to the environmental impact. The increasing consumers’ concern in the impact of food production on the environment seems to demand environmentally friendly food products. In this context, one possibility is the use of by-product, like Brewer’s Spent Grain (BSG), as a food-grade ingredient, provided that their environmental benefits are clearly conveyed to consumers. This would be advantageous to the environment and to human health, as BSG has a high content of dietary fibre. The aim of this study was to analyze consumers’ attitudes towards sustainable and functional food products belonging to different food categories. Firstly, the effect of various label messages on consumers’ acceptability and purchase intention was assessed through eye-tracking technology. Secondly, the impact of information on consumers’ sensory acceptability was examined and compared with evaluations carried out under uninformed conditions.