Chia seeds are recognized for their high content of omega-3 fatty acids, dietary fiber, protein, and bioactive compounds. This study investigates the fortification of Lebanese saj bread with chia seed flour (Salvia hispanica L.) in order to enhance its nutritional profile and evaluate consumer perceptions toward functional bakery products. Bread samples were formulated by substituting wheat flour with chia flour at levels of 5%, 10%, 15%, 20%, and 25% (w/w), alongside a control. Sensory analysis was performed by a panel of nine trained assessors using a 9-point hedonic scale, while pH values and mold growth were evaluated to assess shelf life. Additionally, a validated questionnaire (n = 215) was administered to examine consumer awareness, attitudes, and willingness to purchase chia-fortified bread. The results indicated that fortification up to 10% maintained acceptable sensory qualities, while higher concentrations negatively affected texture and aroma. Nutritional value improved proportionally with chia content, although samples with ≥15% chia showed earlier mold growth (since day 3) compared to the control and lower levels of chia flour addition (since day 4). Survey data revealed strong consumer interest in functional foods, particularly among females, despite partial knowledge gaps. This study concludes that moderate chia flour incorporation can improve bread’s nutritional and functional value without compromising consumer acceptance, offering a practical avenue for healthier bakery innovations. Recommendations include maintaining substitution at ≤10%, expanding microbial analysis, and enhancing consumer education on chia’s health benefits.