Asda is developing a new health and nutrition education website aimed at schoolchildren.
And although the site is still officially in its development phase, it has already been launched by Ed Balls, secretary of state for children, schools and families, with approval from the Food Standards Agency.
The site is targeted at 5- to 14-year-olds, and is designed to tie in with the national curriculum, with content from nutritionists and teachers, animation and interactive games to educate children about health and nutrition.
Four sections are planned, and two have so far gone live. Food Safety and Hygiene and Diet and Health will soon be joined by Food Preparation and Farm to Fork.
Natalie Cunningham, brand manager for Asda, said: "Through regular communication with teachers and parents it became obvious that there was a lack of topical, relevant and trustworthy health information out there.
"We have created a completely free, one-stop-shop for adults and kids, supporting the national curriculum, while raising the profile of health."
The interactive tool features a specifically created animated online family - The Binks - and has been tested by a school in Huddersfield, with positive feedback.
