As lifestyles become more complex, nutrition educators must explore alternative forms of delivery to reach and educate busy consumers. This impact study explored the ability of in-store videos to increase consumers' nutrition knowledge about dietary fat and cholesterol. A Solomon 4 group design was used to assess the impact of continuous replay videos that were placed in grocery stores in four communities. A random sample of households within these communities was administered the pretest. The treatment consisted of four video tapes that conveyed information about dietary fat and cholesterol. It was implemented for 3 months, followed by the post-test. Findings indicate that the in-store video tapes did increase nutrition knowledge for those consumers who viewed them while grocery shopping. In addition to their viewing the video tapes, the consumers' age, education level, and confidence in their nutrition knowledge were the factors most highly associated with the nutrition knowledge quiz scores on the post-test. Findings from this study suggest that nutrition educators should continue to explore innovative avenues of consumer education.