Kraft to build local health initiative
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Kraft, which owns food brands including Cadbury Dairy Milk, Philadelphia and Oreo, is developing a community health programme in Birmingham and the West Midlands.
The programme, called Health for Life, will be developed in partnership with local organisations in the region. It is due to launch next year.
It is likely to involve entertainment, sporting and cultural activities, focussed on improving the health and lifestyle of people and employees in the local area.
Kraft-owned Cadbury has a long history in the West Midlands, where the UK confectioner was founded and its main factory is located.
Since taking over Cadbury, the firm has faced criticism over the closure of a factory in Somerdale, after giving assurances the site would remain open prior to the takeover.
The Health for Life initiative could form part of Kraft’s commitment to the Government’s Responsibility Deal.
Kraft pledged to encourage and help people to become more physically active through community and workplace initiatives as well as to reduce the salt and fats in its products and improve calorie labelling.
One of Kraft’s specific pledges is to use its “local presence to get more children and adults more active, more often including engaging communities in planning and delivery”.
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YouGov Insight:
Cadbury
· As of March 2010, 94% of consumers were aware of the takeover of Cadbury by Kraft.
· Of those who were aware of the takeover 5% said that they would boycott Cadbury as a result.
· In 2008, Cadbury pledged to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, Indonesia and the Caribbean.
· In March 2009, this pledge began to impact on its consumer marketing, with the company committing themselves to switch the supply of cocoa for its Cadbury Dairy Milk to 100% Fairtrade.
Readers' comments (1)
Sue | Tue, 6 Dec 2011 3:37 pm
Kraft's initiative is great but, as we wrote late last year, brands
must remember to tread carefully when entering into civic space.
Nike's attempt to redevelop Tokyo's Miyashita Park with new sports
facilities met with protest from those who saw it as an intrusion into
non-branded space. The case study can be found here, if you're
interested: http://www.canvas8.com/content/2010/07/27/miyashita-nike-park.html
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