The brand wants to position its Munch Bunch probiotic kids' yoghurt drinks alongside exercise, possibly cycling, and the new site will be unveiled in July.
It is the latest move by Nestle to exploit consumer concerns over healthy eating and follows the launch of its new low-fat drinking yoghurt, Up and Go, under its Ski brand.
In January, Nestle was one of five food firms that pledged to change the way fat and sugar levels are shown on packaging.
From spring, Nestle, Danone, Kellogg's, Kraft and PepsiCo said the labels on their packs would depict fat, sugar and salt levels, and how they contribute to official recommendations.
This marks a turnaround after criticism from the Food Commission, published in Food Magazine. It criticised brands like Nesquik, Frosties and Panda Pop for using the web to target children in ways that would not be allowed in other media. The use of competitions and games was slammed for enticing kids into direct relationships with food advertisers, which is not permitted in above-the-line ad campaigns.
Meanwhile, McDonald's has unveiled a new web site, which aims to promote a healthier lifestyle to consumers. It lets visitors calculate their daily dietary intake for calories, fat, carbohydrates, salt and sugar.
However, it was criticised last month for using MSN as a marketing tool to reach children on the web.
Kraft last year revealed a new strategy to use the web to push healthy-eating messages.
See vox pop p16.
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