700333Self-optimising Decision Support Tool for Healthy Eating in KidsClosedGRD Proof of MarketInnovate UKDiets of young children in the UK and other countries are not ideal, in particular because they contain not enough fruit and vegetables. Food habits developed in early childhood persist in adulthood, thus playing a long lasting role on our eating behaviours. 30% of children between 2 and 15 are overweight or obese (DoH) with a higher risk of getting type 2 diabetes, heart disease and certain cancers. In the UK, nearly 3 million children are overweight and 1.5 million of these are actually obese. In 2009, there were 3,860 children admitted to hospital for obesity-related conditions, compared with 872 in 2000 (4-fold rise). Health problems associated with being overweight or obese cost the NHS more than £5 billion every year (5- 6% of total NHS budget). To address this challenge, Food Dudes (FD) have developed the Full Force Programme, an Obesity Prevention/Healthy Eating programme based on state of the art health sciences, cognitive neuroscience, nutritional science and behavioural psychology. Food Dudes Programme has already been successfully taken up by all primary schools in Ireland (more than half million children) and in the UK by more than 150,000 children. Following this, Food Dudes have identified an opportunity to develop a selfoptimising decision support tool to enable the programme to provide tailored advice that selfoptimise as more data is collected from the evidence base.