In response to the growing number of very young overweight children in the US and the poor dietary patterns, beginning in the first 2 years of life, identified through the Nestle Feeding Infants and Toddlers Study (FITS), Gerber launched the Start Healthy, Stay HealthyTM (SHSH) initiative, an integrated nutritionally and developmentally appropriate guidance system of products, education and services. SHSH reaches over 90 percent of new mothers in the US and communicates the importance of teaching healthy eating habits from the start. Findings from FITS were published and widely communicated to help support broad public health initiatives. Gerber products were reformulated to meet needs identified in FITS including providing more fruits, vegetables, whole grains and healthy fats and reducing sugar and sodium. Health care providers and new mothers in the US are provided with stage‐based nutrition advice and guidance through literature and online tools. Each month, there are more than 600,000 visits to Gerber.com and 60,000 downloads of healthy menus. Combining all vehicles, we estimate that the SHSH message of healthy eating is seen hundreds of millions of times. Funded by Nestle Infant Nutrition.