Faced with childhood obesity concerns and changing dietary guidelines, packaged-foods makers and fast-food companies are responding with products and initiatives that will surface on store shelves and menus and in vending machines and TV ads.

Bob Goldin, an analyst at Chicago-based food consultancy Technomic Inc., senses "a real ground shift" in the industry — even if consumers don't sense it overnight.

Federal officials on Wednesday issued new dietary guidelines that set the stage for the revision of the familiar food pyramid in two months, advising Americans to eat more whole grains, fruits and vegetables and stick to fat-free or low-fat milk.

Food manufacturers tracked the yearlong hearing process closely, taking notes and lobbying behind the scenes. They now are likely to come out with more whole-grain cereals and breads, more low-fat dairy products and perhaps changes in how french fries and chips are prepared, said Dr. Xavier Pi-Sunyer, a member of the dietary guidelines advisory committee.

"If they can say they're following the guidelines, they'll sell more products," said Pi-Sunyer, director of obesity research at St. Luke's-Roosevelt Hospital in New York.

Kraft Foods Inc., the nation's largest manufacturer of food products, said it would curb advertising of Oreo cookies, regular Kool-Aid and other popular snacks to children under 12 in the interest of better eating habits. It also will label food and beverages that meet certain nutrition criteria with a flag indicating the products' benefits.

The vending machine trade association launched an anti-obesity campaign featuring a color-coded rating system with green ("Best choice"), yellow ("Choose occasionally") and red ("Choose rarely") stickers for items, based on nutrition content.

A symbol system is being used by PepsiCo Inc., which has designated some of its Baked Lay's, Tropicana and other products as healthier items. The company also has reduced the amount of sugar in Quaker cereals.

The Grain Foods Foundation trade group disclosed plans for a big ad campaign promoting the nutritional value of grain-based products. That came three months after General Mills said

it would convert Trix, Lucky Charms and all its other breakfast cereals to whole grain.

Also, Gorton Inc. announced it had removed trans fats from all 56 Gorton's frozen seafood products, and Dannon Co. unveiled a new "heart-healthy" nonfat yogurt, Dannon's Light 'n' Fit with Fiber.

Pizza Hut recently introduced the Fit 'N Delicious pizza, with 25 percent less fat than its regular version.

Salads introduced less than two years ago have become big sellers for McDonald's Inc., which also is promoting healthier options such as Happy Meals with fruit along with low-fat milk and bottled water. Wendy's International Inc. and Burger King Corp. have made similar menu tweaks, with positive results.

Analysts say that many of the moves should pay off.

"They're beginning to realize that by making sure you're on trend with the push for better, healthier foods, it can make a difference in your bottom line," said Morningstar Inc. food analyst Mark Hugh Sam.