Cadbury defends sports campaign

Cadbury Trebor Basset struck a defiant note this week after criticism of its ‘misguided’ campaign linking chocolate with the fight against obesity.

Despite endorsement from stars including Audley Harrison and Paula Radcliffe, the firm’s Get Active campaign – which sees children earn sports equipment through collecting vouchers from chocolate products – came up against a barrage of criticism from dietary experts and the media.

But the company’s head of comms Carmel Hogan said: ‘We recognised there would be a debate. We will continue to get the message out – this is about kids getting active.’

She added the firm was ‘in this for the long term’ with events planned over the next year including a sports day featuring Radcliffe next month.

British Dietary Association PRO Dr Wendy Doyle said: ‘We believe that it is sending out the wrong message linking chocolate with health… misguided is a word I would use.’

She said the £9m invested in the campaign could have been better spent on buying the sports equipment directly.

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