Low-sugar desserts have emerged as the top choice for health-conscious young consumers. This study aims to explore the Path of brand image affecting the Generation Y's consumption intention of low-sugar desserts. We used online questionnaire data collected from 643 Gen Y consumers in 10 major cities in China who have intention to consuming low-sugar desserts. By constructing structural equation models, the results understand that brand image has a significant impact on the purchasing attitude and social identity of Generation Y consumers, which further affects their purchase intention of low-sugar desserts. In addition, purchasing attitude and social identity play as the crucial mediators in the relationship between the brand image and consumer intention towards low-sugar desserts. These results not only highlight the importance of the food industry in strategic communication and brand development, particularly in promoting healthy dietary choices, but also provide valuable insights for public health policymakers and professionals in the food and beverage industry