Ferrero and Mars Wrigley Confectionery have joined the Be Treatwise scheme, which was initially established by Mondelēz-owned Cadbury in 2006 to encourage responsible snacking habits.
The Be Treatwise label featured on Cadbury confectionery products aims to encourage UK consumers to take a ‘balanced approach when eating treats’, and Ferrero and Mars Wrigley are now looking at introducing the label on their products.
A redesigned label will be introduced as a result of the expanded scheme, and an educational website has been established to provide tips on how to enjoy treats responsibly.
The three companies will also consult with parents, grandparents and health experts to determine new actions the confectionery industry can take to encourage healthier eating.
Glenn Caton, northern Europe president at Mondelēz International, said: “Chocolate has had a special place in our lives for centuries, with the first chocolate bar created right here in the UK in 1847.
“Most of us know that chocolate should be enjoyed occasionally, as part of a balanced and active lifestyle but yet the public health challenge remains.
With the launch of this initiative, we want to get to the heart of the everyday realities parents face and how we can help them adopt better treating behaviour.”
Pieraldo Oldano, CEO of Ferrero UK added: “There is no such thing as good or bad foods, only good or bad diets. We all have a role to play in addressing the challenges of modern society and are committed to doing more where we can.
“We are proud to be taking a collaborative approach to help support families in understanding the role of treats in a balanced and varied diet, bringing extra enjoyment to those special moments in life.”
David Manzini, general manager of Mars Wrigley Confectionery UK said: “From manufacturers to retailers to government, we all have a role to play in helping parents and grandparents establish better treating behaviour for their families.
“Our three companies have come together to take further steps to address the challenge, and we hope other confectionery companies will join us so that everyone’s relationship with treats can be a more balanced one.”
© FoodBev Media Ltd 2019
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