Former First Lady Michelle Obama recently launched PLEZi Nutrition, a healthy food and beverage company which aims to offer “healthier, great-tasting products” to kids. Obama, who is the co-founder and strategic partner of PLEZi Nutrition, has experience with trying to get children to make healthier choices. As First Lady, she created the Let’s Move Campaign which encouraged kids to engage in physical activity and eat more fruits and vegetables. She helped to pass the Healthy, Hunger-Free Kids Act in 2010, which increased the nutritional value of school lunches across the country.

PLEZi Nutrition’s first product is a fruit juice for kids called PLEZi, which contains significantly less sugar than the leading fruit juices on the market. The company stated that they have plans to begin selling other items in the near future, which focus on “Lowering sugar content and lowering sweetness to help adjust kids’ palates to crave less sweetness”.

Obama is concerned by the rising rates of obesity and nutrition-related illnesses in children in the United States. She said, “I’ve learned that on this issue, if you want to change the game, you can’t just work from the outside. You’ve got to get inside—you’ve got to find ways to change the food and beverage industry itself”.