About us

Childhood obesity continues to be a significant problem in the UK.

All of society has a role to play to effectively address this challenge, from government to businesses to consumers.

We all need to remember that treats, such as chocolate, are special, created to bring a bit of variety and magic into our lives.

This is why we’ve come together behind Be treatwise, an initiative from some of the UK’s leading confectionery and treats companies (Mars Wrigley Confectionery, Mondelez International and Ferrero), to help us keep treats as treats.

We’re proud of the action we’ve taken already to support consumers. We have:

  • Reduced calories in our products and introduced a voluntary 250 calorie cap for single-serve chocolates.
  • Commissioned extensive independent consumer research with insight consultancy Britain Thinks to gain a better understanding of the difficulties faced by parents and grandparents when it comes to treating. Read more about the findings here.
  • Updated our logo and started adding this onto our products and marketing materials, to help you remember that these products are treats intended for occasional enjoyment.

We will continue to identify new ways in which we can help you and your families adopt better treating behaviour, while also accounting for the realities of modern parenting.

Be treatwise with chocolate

Chocolate has been loved and enjoyed by people across the world for centuries. The first chocolate bar was created right here in the UK in 1847 and since then, innovations in modern manufacturing and the creativity of our people have produced many of the chocolates we know and love today.

For many of us, chocolate isn’t just a product; it’s so much more than that. We love it because of its delicious taste and the way it can be used to create a whole world of delightful inventions, such as Cadbury, Kinder Chocolate and MALTESERS®.

Most people already have chocolate as an occasional treat. According to Kantar, 87% of UK consumers already eat chocolate once a week or less * .

But sometimes knowledge isn’t easy to turn into action, which is why Be treatwise is looking at ways in which we can help support families with better treating behaviour on a regular basis.

*In Home Food Consumption Panel – Kantar UK – 52 w/e Jan 2016

Join us!

Other companies that offer treats with a portion size of 250kcal or less are welcome to join the initiative.
For more information, please contact pressoffice@betreatwise.net.