You will have become familiar with the Be treatwise® logo that is increasingly being featured on confectionery packaging. It has been updated, so a new style of Be treatwise® logo is appearing in local retailers right across Australia.
Established in 2006, Be treatwise® is a confectionery industry initiative designed to provide consumers with information to help explain the place that confectionery has, as a treat food, that can be enjoyed as part of a balanced diet and active lifestyle.
The Be treatwise® logo provides a visual cue on the front of confectionery packs to remind consumers that confectionery is a treat. With its logo and tagline, ‘Enjoy a balanced diet’, Be treatwise® helps consumers to understand the importance of eating treats in moderation.
As packaging is progressively updated the original style, with ‘Get to know your %DI’, and new style will both appear on the retailers’ shelves.
Be treatwise® is available under license to the Australian confectionery industry on application to the licence owner’s trustee, Confectionery BTW Pty Ltd. The trade mark licence is available, at no cost, subject to compliance with the Be treatwise® Style Guide.
Be treatwise® is also a trade mark recognised internationally, due to the network of licences and registrations that promote the trade mark and its message. The trade mark is registered under different ownership in several countries. Confectionery manufacturers in New Zealand who wish to use the Be Treatwise® trademark must contact the New Zealand Food and Grocery Council (NZFGC), who manage the trade mark in that country.
As a confectionery industry initiative, Be treatwise® provides a resource for consumers to help explain the place that confectionery has, as a treat food, that can to be enjoyed, and as part of a balanced diet and active lifestyle. Its presence on packaging, in particular, is to encourage responsible consumption of confectionery.
The Be treatwise® logo, on the front of confectionery packs, encourages people to be mindful of the energy content in the treats they choose for themselves and their family as part of a healthy diet and active lifestyle. It is a reminder to consumers to consider these products as ‘treats’ to be enjoyed sometimes and in small amounts.
For further consumer information, we invite you to view the Consumers section on this website.
Be treatwise® is an important confectionery industry initiative designed to provide consumers with information to help explain the place that confectionery has in the Australian diet, as a treat food, which can to be enjoyed as part of a balanced diet and active lifestyle.
Be treatwise® is part of the industry’s commitment to inform consumers on the role of confectionery, to be mindful of the energy content in the treats they choose for themselves and their family.
Be treatwise® is a voluntary and proactive commitment from the Australian confectionery industry to help address concerns about nutrition awareness and impact of over consumption on people’s health and wellbeing. The confectionery industry is confident Be treatwise® helps to influence consumer behaviour and consumption of products.
The Ai Group and the Confectionery Trust believe that self-regulation and taking responsible steps through participating in programs such as this, with the Health Star Rating (HSR) System or Daily Intake Guide, will benefit the consumer.
Confectionery is a recognised treat and by working with a wide range of stakeholders the industry will encourage innovation and respond to community needs.
Industry recognises that it needs to take an active role in encouraging healthy lifestyles and healthy diets in Australia and ensuring consumers are aware of the role of different foods and beverages.
The Ai Group and the Confectionery Trust encourages the confectionery industry to support Be treatwise®.
For further industry information, please view the Industry section on this website.
Be treatwise® is a registered trade mark in Australia owned by the Confectionery Trust, a special purpose trust established in 2012 by The Australian Industry Group (Ai Group) to maintain the trade mark and the website on behalf of the Australian confectionery industry and consumers.
Ai Group is a peak industry association in Australia which, along with its affiliates, represents the interests of more than 60,000 businesses in an expanding range of sectors including: manufacturing, engineering, construction, automotive, food, transport, information technology, telecommunications, call centres, labour hire, printing, defence, mining equipment and supplies, airlines, as well as confectionery and other industries.
Ai Group is a membership organisation whose members operate small, medium and large businesses. It plays a major role in helping Australian industry focus on building competitive and sustainable industries through global integration, skills development, productive and flexible workplace relations, infrastructure development and innovation.