Kidz Bite Back is a peer-to-peer, grassroots campaign for 4th and 5th graders. The campaign uses two counter-marketing campaigns to educate kids – Big Fat Industries and Couch Potato Companies.

Kidz Bite Back has been formally evaluated for changes in opinions and attitudes toward nutrition and exercise, and for changes in behavior, including reducing BMI (body mass index). Additionally, cultural changes are being evaluated. A full evaluation will be available Winter, 2007. The pilot program that is being evaluated was in Broward and Palm Beach Counties, Florida. Kidz Bite Back currently is part of the nation’s first comprehensive, multi-campaign initiative (16 schools) in Tampa Bay, Florida.

Year - Two evaluation results from 2006 indicate significant changes in kids' opinions and attitudes regarding the Big Fat Industries, and potential behavior changes in less consumption of fast food, soft drinks and junk food.

• "71% of the students reported changes in their behavior as a result of Kidz Bite Back." Exercising, eating healthy, and eating less fast food were the top three reported changes in student behavior.
• "38% of the students reported that they modified their eating behavior as a result of Kidz Bite Back."
• "There was a significant negative shift in students' evaluation of the healthiness of fast food."
• "33% of the parents of the fourth and fifth graders reported that they saw a change in their child's behavior as a result of the Schools of Wellness Initiative."
• 48% of the parents of the fourth and fifth graders correctly defined elements of the Kidz Bite Back Campaign. The most frequent responses were healthy foods, The Big Fat Industries™, staying fit, exercise, weight loss, and less fast food and junk food."