Purpose: Low consumption of fruits and vegetables is often associated with poor diet quality, and childhood obesity. The purpose of this study was to assess the feasibility, and conduct a formative evaluation, of Healthy Heroes, an innovative, social cognitive theory-based program that uses child created photo-comic books to promote fruit and vegetable consumption. Methods: Healthy Heroes was implemented with a small sample of children (9-11 years old; n = 33) in a community after school setting. Parents (n = 12) and afterschool employees (n = 10) were also recruited to complete a one-on-one qualitative interview to discuss ways the program could be expanded for families and the community. Results: Children reported enjoying the process of creating photo-comic books, and experienced a significant increase in expectations to consume fruits and vegetables (p<0.05). Parents and afterschool employees also reported favorable attitudes towards the program and provided insight into how the program could be enhanced, including using different outlets (such as the Facebook, email, and the afterschool program's website) to disseminate program information. Conclusions: This feasibility and formative evaluation demonstrated that a theory-based intervention using photo-comic books could have a favorable impact on psychosocial variables related to fruit and vegetable consumption. Recommendation: The Healthy Heroes program can be implemented as a stand-alone, health education intervention, at a low cost, and little effort by public health educators. However, to impact obesity related behaviors, and weight status, environmental and policy efforts should be implemented in tandem.