The initiative, launching in spring, encourages consumers to collect wrappers from brands such as Dairy Milk and Crunchie in exchange for free trips to family attractions such as Alton Towers. The company maintains the promotion features adult chocolate brands and will not specifically target children.
However, Shipley said Cadbury was "naive and cynical" if it believed the promotion would not appeal to children. She will meet this week with culture secretary Tessa Jowell to restate the case for stronger restrictions on advertising 'junk food' to children.
A Cadbury spokesman distanced the promotion from last year's Get Active initiative - which attracted widespread criticism from the press - saying that the latest scheme was "a standard range promotion that has nothing to do with encouraging physical activity".
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