The confectionery manufacturer, whose brands include Boost, Dairy Milk, Roses and Crunchie, is set to sign a corporate sponsorship deal with the Youth Sports Trust that will signal the go-ahead for the scheme. It is keen to demonstrate a commitment to encouraging grass-roots participation in sport at a critical time for the food industry.
Next week, a World Health Organisation report will be published, accusing food manufacturers of marketing products that are high in fat and low in nutritional value.
Cadbury, which confirmed it was in talks with the YST over "a major corporate partnership", would not comment on the details of Get Active! However, Marketing has learned that if it gets the green light, it will encompass major on-pack activity across leading confectionery brands. This will invite participants to send in vouchers that will be redeemable for free sports equipment and educational materials. The initiative is set to launch later this year.
Britvic recently launched a similar scheme called B stars to supply schools with sports equipment and free training sessions.
Cadbury has been attempting to forge closer links with sport in recent months and has signed endorsement deals with athlete Paula Radcliffe and boxer Audley Harrison. It was also a sponsor of last summer's Commonwealth Games in Manchester and leveraged the tie-up with a major consumer promotion called Text4Gold.
Other brands to have linked up with the YST include Nike. The YST is a registered charity launched in 1994 with the aim of broadening young people's access to physical education.
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