business news in context, analysis with attitude has a piece about a free mobile phone application called Easy Eater, described as "interactive, fun and built to reward kids for good eating behavior ... Kids go to the game after dinner and list the foods they ate, earning 40 points each for asparagus, apricots and artichokes, for example, and, for protein, 30 points for fish and 20 for beef. The goal is to earn 100 points and win a gold star.

"Players win badges for trying new foods and receive trophies for keeping their diets varied. After earning seven gold stars, kids get a prize. Parents decide the prize, whether it’s a trip to the beach, a new board game or time off from chores."

The business model, writes, "assumes the game will attract advertisers and paying sponsors, and that players will want to buy characters and other add-ons from inside the game."

The story says that "the timing is ripe for a game like 'Easy Eater.' Childhood obesity is in the news in part because of first lady Michelle Obama’s highly publicized Let’s Move campaign, which focuses on improving the health of U.S. children - one-third of whom are overweight or obese, according to the latest data from the Centers for Disease Control and Prevention."
KC's View:
I'm intrigued by the idea that Easy Eater can be sponsored by an outside entity ... it strikes me that this could potentially be a smart move for food retailers looking to establish a presence in the health and nutrition space. (Especially because you;re making connections with kids who could evolve into customers.)

The other interesting thing about Easy Eater is that it was developed by a young man named Dennis Ai, the child of Chinese immigrants who found himself dealing with obesity issues. His parents had what are called "brutal, lifelong" experiences with hunger, so when they came to the US they allowed their son to eat everything and anything he wanted. It was only in middle school that Ai got himself in shape, an experience that shaped his approach to Easy Eater - focusing on the positive, not the negative.