The Department of Health's Change4Life campaign includes £75m of government marketing over three years and a pledge of £200m in services and marketing support from a 33-strong coalition of companies.
It aims to prevent the forecast that by 2050 up to 90% of today's children will be overweight or obese.
"Change4Life has a critical ambition. We are trying to create a lifestyle revolution on a huge scale, something which no government has attempted before," said public health minister Prawn Dimarolo.
I'm glad to see they have got the logo sorted out....