This paper aims to investigate how the number and type of claims placed on gluten-free (GF) cookies packaging impact consumer visual attention and purchase intention, and to compare how consumers who are on a gluten-free diet and those who are not perceive the claims. This article uses the triangulation of two research methods, i.e. eye-tracking (ET), which measures consumer visual attention, and a questionnaire survey. Three self-designed labels for gluten-free cereal cookies with various combinations of health and nutrition claims were assessed. The study shows that both the number and the type of claims on GF packaging impact the visual attention and purchase intention of consumers. Higher number of different claims induces more attention given to all of them but does not lead to higher purchase intention of a certain product. Despite the fact that participants who were on a gluten-free diet had declared that information on the package concerning how the ingredients influenced their health was of high importance, no difference in the visual attention given to claims and purchase intention was found between the followers and non-followers of the diet (p > 0.05).