WASHINGTON — The Healthy Weight Commitment Foundation will launch “Eat Well, Play Hard, Burn Energy” — a public education campaign aimed at promoting healthier lifestyles — in Hy-Vee, Safeway and other select supermarkets in January.

The multi-million dollar effort — which will also include social media and paid messaging — is geared to children ages 6 to 11 and their parents and caregivers.

“We’re excited about the opportunity in-store to make a difference,” said Ric Jurgens, chairman, chief executive officer and president of Hy-Vee yesterday at a press conference announcing the formation of the HWCF, a group of 40 retailers, non-profit organizations, food and beverage manufacturers and trade associations aimed at helping to reduce obesity — especially in children — by 2015. Jurgens is the HWCF’s vice chairman of the board.

The HWCF will deliver a message of “energy balance” — balancing calories consumed with calories expended by physical activity— in three areas: the marketplace, workplace and schools. An initial $20 million in private funds is supporting the effort.

Hy-Vee and Safeway are among a dozen retailer members, including Harris Teeter and Brookshire Grocery Co. Among some 16 manufacturer members are Kraft Foods, Kellogg, Coca-Cola, PepsiCo and Campbell Soup Co.

Kellogg and other participating food companies have agreed to enhance their products’ nutritional quality by considering reformulation and innovation; providing smaller portions; redesigning packaging and labeling; and placing calorie information on the front of packaging.

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