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Cadbury`s new scheme encourages kids to eat chocolate

 

The scheme, which is called Get Active!, is to be launched by Cadbury in May.

 

 

30/04/2003

 

Cadbury is offering sports equipment to school children if they eat 160

million bars of chocolate, according to a report.

 

The scheme, which is called Get Active!, is to be launched by Cadbury in May.

Children are urged to collect tokens from chocolate bars, which their schools

can then exchange for equipment. However, the

marketing scheme has been strongly criticised by the Food Commission. Its

report reveals that if children ate all the promotional chocolate bars, they

could consume nearly 2 million kg of fat and more than 36 billion calories.

 

A 10-year-old child would need to play basketball for 90 hours in order to

burn off the calories consumed by earning one basketball, while a junior

basketball team would have to play 27 full-length games to burn off the

calories consumed, according to the report.

 

School children would need to eat 5,440 chocolate bars containing more than

33kg of fat, and nearly 1.25 million calories, in order to earn the most

expensive piece of equipment - a set of posts for a

volleyball net. The initiative is in partnership with the Youth Sports Trust,

a charity that aims to increase children`s participation in sport.

 

The Food Commission has criticised Sports Minister Richard Caborn MP for

expressing his approval of the marketing scheme in a Cadbury press release.

Kath Dalmeny, research officer for the Food

Commission, said, `Most schools are working hard to improve school meals,

teach children about good nutrition and provide healthy snacks, supported by

the Departments of Health and Education.

 

`Yet here we have a sports minister explicitly endorsing a scheme to get

teachers to urge children to eat more fat and sugar. Talk about contradictory

policies.`

 

The National Union of Teachers and the British Dietetic Association have

already criticised the scheme, which comes at a time when the World Health

Organization has recommended that people eat far less

and cut back on their fat and sugar consumption.

 

Source: Clinnix.net

 

 

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