For a decade, Jared Fogle has been "the Subway guy." Now he's trying to fit into a new role: the childhood-obesity guy. Fogle is touring the nation on what he calls a "Tour de Pants," promoting his plan to fix how kids eat. He hopes to build "the ultimate not-for-profit group to really fight childhood obesity," he says. While experts say they're pleased with his initiative, they're not so convinced by his strategy.

Fogle's plan funds school wellness programs and educates parents about healthy decisions and "at risk" signs. Researchers take issue with the latter goal, which "blames the family for problems that are only partially their fault," says Adam Drewnowski, director of the University of Washington's nutritional-science program. Repeating familiar messages—water is better than soda, fruit is better than fries—also runs the risk of tuning parents out. "We don't want to beat them over the head with how to read a label or not to eat fried foods," says Karrie Kalich, a health-science professor at Keene State College. "Education alone usually doesn't adjust behavior in a significant way." But Fogle says he's undeterred, citing the many parents he's met who "just don't know what's truly healthy for their kids."