Nutritional labelling is vital for expressing information about the nutritional makeup of packaged food and drinks and may impact consumers’ purchase decisions. This is the study to investigate how nutrition labelling affects purchase intention of packaged fruit juices. Structural Equation Modelling (SEM) using SmartPLS was used as the analytical approach to explore the association between nutritional labels and purchase intention. It was found that Nutritional Labelling significantly influences Purchase Intention towards Packaged Fruit Juices.  The results indicate the significance of clear, accessible and useful nutrition information to assist consumers in making decisions. The study has important implications for producers, marketers and governments to improve nutritional communication and promote effective labelling procedures of packaged fruit juices.