Hide the chocolate milk behind the plain milk. Get those apples and oranges out of stainless steel bins and into pretty baskets. Cash only for desserts.

These subtle moves can entice kids to make healthier choices in school lunch lines, studies show. Food and restaurant marketers have long used similar tricks. Now the government wants in on the act.

The U.S. Department of Agriculture announced what it called a major new initiative Tuesday, giving $2 million to food behavior scientists to find ways to use psychology to improve kids’ use of the federal school lunch program and fight childhood obesity.

A fresh approach is clearly needed, those behind the effort say.

About one-third of children and teens are obese or overweight. Bans on soda and junk food have backfired in some places. Some students have abandoned school meal programs that tried to force-feed healthy choices. When one school district put fruit on every lunch tray, most of it ended up in the garbage.

So instead of pursuing a carrot or a stick approach, schools want to entice kids to choose the carrot sticks, figuring children are more likely to eat something they select themselves.

“It’s not nutrition till it’s eaten,” said Joanne Guthrie, a USDA researcher who announced the new grants. The initiative will include creation of a child nutrition center at Cornell University, which has long led this type of research.

Some tricks already judged a success by Cornell researchers: Keep ice cream in freezers without glass display tops so the treats are out of sight. Move salad bars next to the checkout registers, where students linger to pay, giving them more time to ponder a salad. And start a quick line for make-your-own subs and wraps, as Corning East High School in upstate New York did.

“I eat that every day now,” instead of the chicken patty sandwiches that used to be a staple, said Shea Beecher, a 17-year-old senior.

“It’s like our own little Subway,” said Sterling Smith, a 15-year-old sophomore.