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Andrew Mitchell MP visits Cadbury's chocolate factory to support its “Be Treatwise®” campaign

Andrew Mitchell MP has visited the Cadbury’s Chocolate Factory (Mondelez) in Minworth to support its Be treatwise® campaign.

In partnership with other manufacturers in the sector, Mondelez launched the ‘Be treatwise’ campaign which is an initiative aimed at helping the nation take a more balanced approach to treats. It further seeks to educate and remind people that confectionery is a treat that is designed to be enjoyed as part of a balanced diet and active lifestyle.

The label was originally developed by Cadbury in 2006, with Ferrero UK and Mars Wrigley Confectionery UK now looking to adopt it.

Mondelez will crowdsource ideas with parents, grandparents and health experts to hear what new actions industry could potentially adopt to help families treat responsibly with the central aim to trial at least one of the new measures in the UK market and a panel of independent experts will participate in reviewing its effectiveness.

Following the visit, Mr Mitchell said:
“With nearly a third of children aged two to fifteen overweight or obese, this is an important issue to tackle. I am delighted that the Government has launched a far-reaching plan to curb childhood obesity, which urges the industry to cut the amount of sugar in food and drinks while investing millions of pounds into school sport.

“Of course, it is twice as effective if there are private sector initiatives which work hand in hand with Government proposals. I welcome the ‘Be treatwise’ campaignas one such initiative and I am confident that that we will see childhood obesity rates reduce by around a fifth over the next ten years.”

Consumers can find out more information about the initiative at www.betreatwise.net, a newly created educational resource reviewed by a panel of independent nutritionists, offering practical tips and advice on how treats can be enjoyed as part of a balanced lifestyle.

Photo: Andrew Mitchell MP with two Mondelez Employees.

Andrew Mitchell MP with two Mondelez Employees.

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