Be treatwise
responsible consumption
Responsible consumption of our products is important to us and to the long-term success of our brands. In an industry first, with other confectionery manufacturers, we have created a consumer education campaign in the UK called Be treatwise. It is designed to reinforce messages about responsible consumption, and uses the power of brands to reach millions of people each day with a positive message to Be treatwise. The initiative invites consumers to learn more about the role of treats in their diets and highlights the need for an active lifestyle. It is a way of encouraging people to enjoy our products while reminding them to do so sensibly and in the context of everything they eat and do.
The ultimate aim of Be treatwise is to remind people about the importance of balance and moderation and the website www.betreatwise.org.uk and other educational materials and activities form part of the programme. We will track and measure consumer response to the Be treatwise campaign over time and will implement local campaigns around the world based on the Be treatwise standard.
Together with the Be treatwise message, our labels and packs will invite consumers to ‘Get to Know Your GDAs’, or guideline daily amounts. Extensive consumer research shows that GDAs are the most effective way to help people make informed food choices. Having this information on packs puts the food in context by allowing consumers to see what part of their GDA is represented by an individual treat.
Masterfoods UK (Mars), and other confectionery manufacturers are supporting this initiative. It is the first time leading confectionery companies have worked together on a consumer information and education programme of this scale to provide more information about GDAs and present positive messages to consumers.
Be treatwise now has 70% of the UK confectionery industry signed up in support of the programme.
Our commitment is to improve consumer information on packaging and include responsible consumption messaging by rolling out the Be treatwise campaign globally.
We have created a consumer education campaign in the UK called Be treatwise.
