The Mondelez-owned company has said that the partnership with EPL would “inspire school pupils about healthy lifestyles”.
As part of the partnership with EPL, the two will create a customised version of the existing Mondelez community project ‘Health for Life’. The project promotes healthy lifestyles among 60,000 kids in primary schools across the UK.
But the deal is facing the flak.
Financial details of the partnership are still under wraps. But since Cadbury’s chocolates are seen as contributing to obesity, activists are questioning the association.
The three-year sponsorship deal of the hugely popular UK sport by a sweets brand has enraged campaigners against obesity.
The $3.9 million scheme is carried out based in south Birmingham. Mondelez branding is not a part of the programme. EPL has said that the approach will continue under the new arrangement. Mondelez plans to expand the programme when Cadbury officially becomes a part of EPL from the 2017-18 season.
It is not the first time Cadbury sporting a sport has attracted controversy. As a sponsor for the 2012 London Olympics it had faced ire from consumers and anti-obesity campaigners. They had questioned the association of a foods company associating with the world’s biggest sporting spectacle.
Activists had said that one in three children is either overweight or obese by the age of nine in Britain. The ailment was found among of 10 adults too.