Concern about growing levels of obesity has prompted Cadbury and Masterfoods to sign up to the Biscuit, Cake, Chocolate and Confectionery Association’s (BCCCA) treatwise initiative.

Cadbury Trebor Bassett manufactures a number of popular chocolate brands, including the best-selling Dairy Milk bar, while Masterfoods UK owns the Mars brand. 

A “be treatwise” logo will be incorporated into front of pack design on confectionary for sale in the UK and Ireland. This will be used to direct consumers to an information panel on the reverse of the packet, which shows how the chocolate contributed to guideline daily amounts (GDA) of calorie, sugar, fat, saturates and salt content. A health and lifestyle message will also be featured. The initiative will be supported by a website that will be promoted on packs, and other educational initiatives aimed at promoting a healthy lifestyle.

“This is not a health warning,” Alison Ward of the BCCCA told just-food. “It is about positive information – a reminder to think about the food you’re eating in the context of what you are doing. We want to encourage people to think about health and lifestyle.”

That Masterfoods and Cadbury, who are rivals in the confectionary sector, undertook this as a joint initiative demonstrates the industry’s wider commitment to GDAs, Ward said.

Simon Baldry, MD of Cadbury said: “Being Treatwise is a compelling way to help consumers know how to enjoy our products. With this initiative, we are saying, enjoy our products – enjoy them sensibly in the context of everything we eat and do.”