US First Lady Michelle Obama announced that Subway restaurants have joined the partnership for a healthier America (PHA) in a three-year commitment to promote healthier choices to kids, including launching its largest kid-targeted marketing effort to date.

As part of its commitment, Subway will launch a series of new and fun campaigns aimed at increasing fruit and vegetable consumption in children, set and implement new marketing standards to kids, and strengthen its already-nutritious children’s menu offerings.

“I’m excited about these initiatives not just as a first lady, but also as a mom,” says Michelle. “Subway's kids' menu makes life easier for parents, because they know that no matter what their kids order, it’s going to be a healthy choice.”

The commitment follows the first-ever White House convening on food marketing to children this fall, during which the first lady called on the private sector to leverage the power of marketing to promote healthier products and decrease the marketing of unhealthy products to kids.

Subway claims to be the first and only quick-service chain to join PHA, which works with the private sector and the first lady, PHA’s honorary chair, to broker meaningful commitments to help end the childhood obesity epidemic.

As part of its commitment, Subway will only offer items on its kids menu that meet strong nutritional guidelines informed by federal standards for the national school lunch program, including offering apples as a side and low-fat or non-fat milk or water as a default beverage.

Additionally, the chain will deliver $41 million in media value in the next three years to market healthier options to children and families, with a specific focus on increasing consumption of fruits and vegetables.