The role of food industry and retailers in preventing children obesity is primarily to improve products nutritional quality and, secondarily, to collaborate in informing consumers. To this purpose, Coop has created a “Scientific Committee” with ECOG and SIO (Italian Obesity Association) and developed significant actions to promote children’s health. 1. Creation of a range of “virtuous” food products for children 4–10 years old. The line includes products, which have been reformulated eliminating colorants, tropical fats and artificial flavourings, reducing calories, fats, saturated fats, simple sugars, preservatives and sodium and increasing fibres. Products that could not be reformulated were eliminated from the range. 2. Specific voluntary labelling: extended nutritional chart per portion, where possible RDA for kids, per portion (calories, simple sugars, total and saturated fats, sodium). 3. Alert on the label to suggest a moderate consumption by children on around 60 Coop private label products intended for adults (soft drinks, chips, nectars, some chocolate-based snacks). 4. Information and education campaign on nutrition, on the website http://www.alimentazionebambini.it , with the supervision of experts in prevention and treatment of obesity from ECOG and SIO and with dedicated sections on: recipes, games, tales and rhymes for mothers and children; information articles on proper children’s diet; users questions answered by experts. Products reformulation took around 2 years, which confirms the possibility to act in the short term. The website’s visitors are constantly increasing, confirming the positive results of a correct partnership between the public and private sectors.