From the BBC:

Two confectionery giants are putting labels on their products to explain the role of “treats” in a balanced diet.

The makers of Cadbury’s and Mars chocolate say the logos will keep shoppers better informed.

The move is part of the “Be Treatwise” campaign, launched by the Biscuit, Cake, Chocolate and Confectionery Association (BCCCA).

Chocolate bars will display a logo saying “Be treatwise, get to know your GDA (guideline daily amount)”.

Millions of confectionery and chocolate packs will carry the labels, with some containing a “healthy lifestyle” message such as “Be active for 30 minutes”.

A website based around the campaign also includes tips for consumers, including “Treats and snacks can be a part of healthy balanced diet” and “Being active doesn’t have to mean sweating at the gym”…

Media Orchard is all for food companies defending themselves against being scapegoated for our childhood obesity problem. Still, this U.K. campaign leaves a bad taste in our mouths — and will probably be about as effective as recent PR campaigns from the tobacco industry.

If these companies wish to advocate exercise, that’s great. If they want to create healthier snacks, that’s even better.

But don’t try to add candy bars to the food pyramid. People won’t buy it.

Technorati tags: PR, Advertising, Marketing