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

‘Snack Dash,’ built by U.K. interactive agency Kerb for Britain’s School Food Trust, is an online animated game that aims to get kids 11-14 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 appears bloated and slows down, and has to do exercises like push-ups to get back into top form. A link to the game was seeded on several popular tween sites, but there wasn’t any offline support, because, as Kerb’s MD Jim McNiven says: ‘We are viral purists.’ AB