There is an urgent need in industrialized societies to develop novel products that can lower human dietary cholesterol intake. Dehydrated alfalfa is a good source of hypocholesterolemic compounds such as saponins. Whether consumption of alfalfa by chickens would decrease the cholesterol content of broiler meat remains, however, to be established. We determined meat quality characteristics, lipid and cholesterol contents, and consumer preference of broiler meat derived from production systems based on restricted feeding of a commercial diet combined with provision of free-choice dehydrated alfalfa. Results demonstrated that it was possible to produce chicken breast meat with reduced cholesterol content. In addition, total lipids in chicken meat were significantly decreased when a higher level of restriction was applied. Members of a 50-person consumer panel preferred meat from animals not consuming or consuming moderate levels of alfalfa. Those members that preferred meat from animals consuming the higher percentage of alfalfa identified taste as the primary attribute influencing that decision. Together the results suggest that it is possible to develop novel broiler production systems that will produce leaner meat that is acceptable to consumers and has a reduced cholesterol content.