The confectionery industry’s Be treatwise campaign has ramped to include a new front-of-pack consumer guide on portion sizes and kilojoules.
The confectionery category isn’t included in the new Health Star Rating System, so the industry is voluntarily seeking to arm consumers with more information on their treats.
Be treatwise was launched in 2006 and until this week, it included the logo “Be treatwise. Get to know your % DIs” to remind consumers that confectionery is a treat.
The improved Be treatwise initiative says Be treatwise. Enjoy a balanced diet. The number of kilojoules, as well as serve sizes where applicable, and a daily intake percentage, will be prominently displayed on the front of the pack alonside the Be treatwise logo.
This information helps to better explain the energy value of a treat by using relevant serve size examples where possible, according to the Australian Industry Group Confectionery Sector and Victorian State Director, Tim Piper.
“Confectionery is a treat food and as such should be consumed only occasionally and in moderation. The Australian confectionery industry is committed to playing its part in encouraging a healthy and balanced lifestyle,” Piper said.
The Be treatwise improvements were announced at the recent ConTech confectionery industry conference.
The key players supporting the initiative include Nestlé Confectionery & Snacks, Mondelez International, Mars Chocolate Australia, The Wrigley Company and Ferrero Australia.
These companies will progressively implement the refreshed Be treatwise logo as new packaging is rolled out.
Piper also encouraged smaller confectionery manufacturers to embrace the initiative at the ConTech conference.
