Visitors to a microsite (www.healthierstart.co.uk) can select the ingredients of their breakfast and work out its nutritional value on a calculator.
They can then compare the results with healthy suggestions from Tropicana and Quaker Oats.
The site contains links to the home pages of the Tropicana and Quaker sites, and visitors can click on useful links or sign up for a newsletter with tips from GP and TV nutritionist Dr Chris Steele.
Users can also try to win one of five breakfast hampers.
The online push, developed by agency Graphico, is supported by a print campaign by AMV and on-pack sticker promo. Freuds is running the PR campaign.
Liz Churchill, brand manager, Hot Cereals at Quaker, said: "By creating the breakfast calculator, we believe consumers will see the benefits of a healthy breakfast in a very direct way.
"Entering their own breakfast choice into the calculator makes the dialogue very personal and, in exchange, they receive clear and straightforward nutritional information. We believe this will raise the trust factor between Tropicana, Quaker and consumers, which we will continue to nurture in future activity."
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