First lady Michelle Obama talks with children at a Subway restaurant as part of the launch of the chain's program with the Partnership for a Healthier America, which is designed to encourage consumption of more fresh vegetables.
First lady Michelle Obama talks with children at a Subway restaurant as part of the launch of the chain's program with the Partnership for a Healthier America, which is designed to encourage consumption of more fresh vegetables.

The Subway sandwich chain has partnered with first lady Michelle Obama and the Partnership for a Healthier America to get kids to eat more vegetables.

Subway has joined the partnership in a three-year program that will include the chain’s largest marketing effort aimed at children, according to a Subway news release.

“I’m excited about these initiatives not just as a first lady, but also as a mom,” Obama said in the release. “Subway’s kids’ menu makes life easier for parents, because they know that no matter what their kids order, it’s going to be a healthy choice.”

The move by Subway follows a White House meeting on food marketing to children last fall, when Obama called on the private sector to promote more healthful products for kids.

As part of the program, Subway plans only to offer items on its children’s menu that meet nutritional guidelines following federal standards for the national school lunch program, including offering apples as a side and low-fat or nonfat milk or water as a default beverage.

In addition, Subway has agreed to spend $41 million over the next three years on marketing focused on healthful foods for kids.

The marketing campaign includes general marketing, in-store merchandising, TV, social and digital media and public relations.