Mobile marketing to children: a content analysis of food and beverage company apps

•This study examined the nature of US food and beverage company mobile applications (apps) for children.•Results indicated few company-produced apps were available in 2013, and only about 1 in 10 of those targeted children.•Most child-oriented food apps featured simplistic art activities and promoted moderately healthy foods.•Child-oriented food apps did not present a public health threat in 2013, but continued monitoring is needed.