Food fortification has proven to be an important strategy for addressing micronutrient deficiency that includes vitamin A, iron and zinc deficiency in most developing countries. Development efforts have thus focused on breeding for crops that have natural ability to produce through a process widely known as bio-fortification. However, efforts to promote mass fortification of foods (both bio and industrial) have yielded little success due to existence of weak information on factors affecting consumption of these nutritionally-enhanced foods. This study therefore, assessed factors affecting consumption of fortified foods using Vitamin A fortified sugar as a case study. Data collected from rural and urban areas of Kenya was analyzed through a probit model to examine consumption drivers. The results showed that point of purchase, trust for stakeholders’ involved in fortification, consumer’ awareness and knowledge of the importance of vitamin A have significant effects on consumption of fortified foods. These findings offer useful insights for the development of nutrition policies in Kenya, and Africa at large.