for Kids is a cool site for kids like you — kids who like to play hard and have fun. lets you tap into your own energy so you can feel great all day long.

There's lots to do! Try making one of the fun recipes like "Brewed Monkey Brain Stew" (it's really chili, silly!) or make a "Groovy Grape Ape Smoothie." Use the Kidnector virtual messaging service to connect with your parents.

You'll also find fun games to play inside or outside, by yourself or with friends. We call these Wet Head games because you're supposed to get a "wet" head while you play them! tells you cool stuff about how your body works, how eating right helps you play better and feel good and how staying active is lots of fun! for Parents is a great resource for raising a healthy child and offers a special section just for parents. Check out the Bright Papers and Frequently Asked Questions to get the facts about children and physical activity, healthy eating and self-esteem. The Parents’ Guide provides lots of ideas and tips to get the whole family involved in making healthier food choices, managing portion size, and getting active together. In Recipe Roundup, you can find lots of kid-pleasing recipes, including a category of "Family-Friendly" recipes that you and your kids can make together. encourages parents and kids to talk to each other. The Kidnector is a unique component of that is designed to help open the lines of communication between children and parents. The Kidnector invites kids to share their thoughts with their parents, and encourages kids to ask their parents to do the same. So don't be surprised if they get you in on the action! We even provide thought-starters to get the conversation going.

You can get to the parents' page of by looking for the Parents button in the upper left corner of the home page. for Health Professionals and Educators, the Leader’s Guide, and the Real-Life Guide for Parents together comprise an integrated educational resource. The Web site is designed for kids aged 9-12 and their families, the Leader’s Guide is a lesson-based curriculum guide for health professionals and educators to use when working with patients and students, and the Parents’ Guide provides quick and easy-to-use information just for parents. All components of promote healthy eating and active living in a way that is fun and relevant. The resources are aimed at inspiring kids and their families to move toward healthier lifestyles. Learn more about resources and download copies of the Leader's Guide and Real-Life Guide for Parents at, the Leader’s Guide, and the Parents’ Guide are completely non-commercial. This means no branding and no advertising.

Who's Behind was launched on June 26, 2002, as the initial program element of ACTIVATE, an educational outreach program of the International Food Information Council (IFIC) Foundation developed in partnership with:

  • American Academy of Family Physicians
  • American College of Sports Medicine
  • American Dietetic Association
  • International Life Sciences Institute Research Foundation/Center for Health
  • National Recreation and Park Association

In addition, ACTIVATE / is working in partnership with the following organizations to promote healthy eating and physical activity for kids and their families:

  • The President's Council on Physical Fitness and Sports
  • America On The Move™
  • Food Marketing Institute

All content on was favorably reviewed by the five partner organizations above and a panel of seven scientific advisors from a variety of health-related backgrounds listed below:

  • Keith-Thomas Ayoob, Ed.D., R.D., F.A.D.A.
    Pediatric Nutritionist
    Rose F. Kennedy Children's Evaluation and Rehabilitation Center
    Bronx, NY
  • Harold W. Kohl, III, Ph.D.
    Centers for Disease Control and Prevention
    Atlanta, GA
  • Ellen L. O'Sullivan, M.S., Ph.D.
    Public Health Professor
    Southern Connecticut State University
    New Haven, CT
  • Russell R. Pate, M.S., Ph.D.
    Exercise Physiologist
    University of South Carolina
    Columbia, SC
  • David A. Schultz, Ph.D., M.Div.
    Assistant Professor, Applied Developmental Psychology
    University of Maryland - Baltimore County
    Baltimore, MD
  • Timothy J. Tobolic, MD
    Family Physician
    American Academy of Family Physicians
    Byron Center, MI
  • Meg Zeller, Ph.D.
    Child Psychologist
    Cincinnati Children's Hospital Medical Center
    Cincinnati, OH

Funding for the International Food Information Council Foundation and ACTIVATE, including, comes from the broad-based food, beverage and agricultural industries.

Unrestricted grants were provided by the following companies:

  • The Coca-Cola Company
  • Hershey Foods Corporation
  • H.J. Heinz Company Foundation
  • Keebler Company
  • Kellogg Company
  • Kraft Foods
  • Masterfoods USA
  • McDonald’s Corporation
  • National Confectioners Association
  • The Procter & Gamble Company
  • PepsiCo, Inc.
  • Sara Lee Corporation
  • Snack Food Association is a non-commercial site. This means no advertising and nothing for sale. For more information about, contact us at