C is ubiquitous, available for almost any architecture, usually from day-one of a processor's availability. C++ is a close second. If your system can support C++ and you have the necessary expertise, use it in preference to C - it is all that C is, and more, so there are few reasons for not using it.
C++ is a larger language, and there are constructs and techniques supported that may consume resources or behave in unacceptable ways in an embedded system, but that is not a reason not to use the language, but rather how to use it appropriately.
Java and C# (on Micro.Net or WinCE) may be viable alternatives for non-real-time.
