New York City is about to deliver its calorie-counting message to a captive audience: subway riders.
New advertisements spelling out the dietary toll of some popular foods are due to start appearing Monday in 20 percent of city subway cars.
The ads advise that most adults need about 2,000 calories per day. They also show some items with relatively high caloric costs, including a 1,170-calorie burrito and a 470-calorie muffin.
The city has conducted a healthy-eating crusade in recent years. It banned artificial trans fats in restaurant food and required chain eateries to post calorie counts on their menus.
Health Commissioner Thomas Frieden says officials realized people needed guidance on their total food intake, not just individual items.
The $82,000 campaign will continue through January.