The study examined the level of utilization of Pro-Vitamin A Bio-fortified Cassava (PVABC) products among consumers in the rural areas of Ikot Ekpene Senatorial District of Akwa Ibom State. A two-stage sampling procedure was used in the selection of 200 consumers and an interview schedule was used to obtain data. Percentages, Pearson Product Moment Correlation, and multiple regressions were used to analyze the data collected for the study. All (100.0%) of the respondents had a basic knowledge of biofortified cassava (PVABC) products and a favourable perception of biofortified cassava. Yellow Garri (X̄ =2.98), Fufu (X̄ = 2.57), and Tapioca (X̄ = 2.11) were the major (PVABC) products utilized by consumers but garri was the most preferred. The study provides empirical evidence of the fact that knowledge, perception, and attitude play a greater role in the utilization of Pro - vitamin A biofortified cassava products in the study area. The high level of knowledge of the Pro - vitamin A biofortified cassava products in the study area led to a positive attitude toward the utilization of the products. The study recommends that Pro-vitamin A biofortified cassava materials should be made available, by stakeholders, to the other senatorial districts of the State and increased awareness campaigns should be carried out by Extension Agents to boost the knowledge level of consumers so as to upscale the PVABC utilization by every household in the State.