Deal Between LOCOG, Cadbury Panned Due To LOCOG Health Vow

LOCOG, which is set to announce a US$34.9M, tier-two sponsorship deal with Cadbury, has "come under fire" for the deal due to LOCOG Chair Sebastian Coe's "promise to the [IOC] that the Games would be built around getting young people fitter and more active," according to Simon Hart of the London TELEGRAPH. National Obesity Forum Clinical Dir Dr. David Haslam: "It's a very serious subject and there's too much sugar in our diets. If they're just going to try to sell more sugary chocolate bars on the back of it, then I'm dead against it." But Cadbury insisted that it "will not be doing anything to encourage higher volumes of sales." A Cadbury spokesperson: "We would not do anything that would seek to encourage people to eat more chocolate." Hart noted Gold Medal-winning U.K. heptathlete Denise Lewis and marathoner Paula Radcliffe are among the athletes Cadbury "have used to promote their past sponsorships" (TELEGRAPH.co.uk, 10/15).