A recent study discovered that 90% of Americans are not consuming adequate choline in their diets. As a result, a daily value for choline has been set for the first time and nutrient content claims are now available for choline. Choline is a vital nutrient for brain and nerve function, and underlies the structure of all cells in the body. This is an opportunity for the supplement industry to educate customers about choline. With the establishment of a daily value for choline, choline is expected to be fortified in a variety of foods and nutritional supplements.