Chocolate makes you fat; London 2012 is all about encouraging healthy living and getting everyone inspired to do more sport.

So as the first London 2012-branded Cadbury Dairy Milk bars soon appear on the shelves, people will no doubt start asking questions: How can we responsibly partner with a chocolate company? Surely we’re sending out the wrong message? Aren't we just encouraging obesity at a time when it's already such an issue?

Well, no. Chocolate does make you fat, but only if you eat too much of it. So firstly, and most importantly, Cadbury and all their variety of treats are, well, just that – they're treats, marketed as treats (think Cadbury Fudge), and intended to be enjoyed as part of a healthy lifestyle.

Cadbury are up-front about this on their website. Where they tell you about their products, there's a clear nutrition section which says: 'We would like you to enjoy your treats as part of a healthy and well-balanced diet. By using the links and tools below you will find information about our products that will help you to understand the part they play in your diet and therefore how you can enjoy them sensibly.'

So not 'buy all of these delicious things we make, now, in great quantities', but 'buy sensible, eat responsibly and you'll be able to enjoy'.

That very much fits in with our thinking – the idea of healthy living sitting within our wider aim of creating a sustainable Games.

Cadbury are also very clear that they won’t use the Games as a way to sell more confectionery (and packaged ice cream – also covered in the deal) to young children. So, for example, they will never sell bars 'tokens to collect' – encouraging kids to buy more chocolate in order to win prizes.

Being responsible when dealing with children isn't something new to them: years before the government made it the law that products high in fat, sugar or salt can’t be advertised on children's TV, Cadbury had voluntarily stopped doing it.

As a company Cadbury is already a big supporter of 'community' and community events ­ something they'll be focusing on more in the context of the Games over the next few years, across the UK. At the end of this month their employees are volunteering in a major sports day at Hillingdon Athletics Stadium for 250 primary school students from 17 local schools. I was delighted to discover they actively rejected a suggestion to bring along a 'giant button' character that the kids might love to meet.

Cadbury genuinely believe in the wider, positive change the Games can bring about, and want to help that happen. They want to spread the powerful message of the Games to the hundreds of thousands of people who buy their bars.

The fun has got to be in coming up with ideas of what these products might be. Last year in the office we obviously enjoyed some 'Heroes' as we celebrated the incredible achievements of the Team GB and ParalympicsGB athletes in Beijing. What will we be munching on in 2012 I wonder?