Now that the kids are back in school, it is time to make decisions about what to pack in their lunch bags or what to let them buy at school. Some companies – even those long known for making unhealthy products – are making it easier for parents and kids to eat healthy.

Some health advocacy groups are quick to point out that companies like Coca-Cola and Kraft will continue to make much more money selling sugary, fat-laden foods than their healthy fare. While this is likely true, it is encouraging that these companies are offering more healthful options. It is up to parents to buy them.

Dan Jaffee of the Association of National Advertisers, a trade group that includes food companies, recently told The New York Times: “I don’t know of any little child who jumps in the car and drives to a supermarket and buys their own food.” That is partly true, though if parents made choices about food based only on their experience, neither Mr. Jaffee nor Saturday-morning cartoon characters would remain in business.

The best choice, of course, is to buy wholesome foods like fresh fruit and vegetables, whole grain bread and fruit juice. For the harried parent, it is often easier to buy packaged lunches and drinks. Even in this realm, however, the choices are getting better as companies have begun offering smaller serving sizes and products with less fat.

Even sweet maker, Candy Concepts, has launched a brand made with only fruit juice as a sweetener. The company did so after its CEO felt guilty handing out sugary treats to his grandchildren. It is also donating 5 percent of the profits from the new line, called Too Tarts Smart Choice, to the American Diabetes Association.

Even though food makers are turning out some healthier items, they point out that hours spent in front of a television or playing video games and the accompanying lack of physical activity are also to blame for rising obesity rates. Both PepsiCo and Coca-Cola sponsor physical activity programs at schools to encourage kids to exercise more.

Just as there is no one cause of the obesity epidemic, there is no one solution. Manufacturing healthier foods, which must be bought by consumers, is part of the answer. So is increased physical activity.