Proponents of genetic engineering applications in foods predict that second generation products with actual consumer benefits will be more acceptable to consumers than first generation products with improved agronomic traits. We tested this hypothesis using a print survey containing descriptions of one of two applications of genetic engineering in soybeans, Roundup Ready® and omega-3 enriched. Each was completed by one of two similar groups of supermarket customers. Those reading about omega-3 soybeans perceived significantly less risk and registered more trust in regulatory agencies and the biotechnology industry than those reading about Roundup Ready® soybeans. However, both groups still desired disclosure labeling of genetically engineered soybeans.