It’s been dubbed ‘the fastest-growing viral [campaign] ever’ by two independent trackers (Viral Chart and MemeCounter). And with 10 million unique hits since launching three months ago, that’s not a tough claim to believe.

Snack Dash, built by UK interactive agency Kerb for Britain’s School Food Trust, is an online animated game that aims to get kids ages 11 to 14 excited about eating healthy foods. Players navigate through the game as quickly as they can, picking up healthy snacks like carrots and apples along the way for fuel. They’re tempted by junk food, too, but if they eat something bad, like chips, their character immediately bloats up, slows down, and has to do exercises to get back into top form. A link to the game was seeded on several popular tween sites, but there hasn’t been any offline support, because, as Kerb’s MD Jim McNiven says, ‘We are viral purists.’ Check it out at schoolfoodtrust.org.