Kraft to build local health initiative

Kraft, which owns food brands including Cadbury Dairy Milk, Philadelphia and Oreo, is developing a community health programme in Birmingham and the West Midlands.

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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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