wasabiroots
The breakfast cereal maker Kellogg’s has come under fire when Father’s for Juice protested outside a branch of Asda in Peterborough over what they described as “cereal discrimination’ against fathers on their packaging.
Kellogg’s said they would replace the word for ‘mum’s with ‘parents’ so that it is more inclusive with both parents.
A spokesman said “We’ve listened to Coco Pops shoppers and changed the wording on our new reduced sugar Coco Pops packs. The message on Coco Pops packs will now say ‘approved by parents’.”
Earlier this year Kellogg’s reduced the amount of sugar in their Coco Pops cereal by 40% and salt by 10%. This move sparked hundreds of complaints from regular consumers who described the cereal to be now be flavourless following the change.
A father said: “My son is a fan of Coco Pops but we were horrified when we bought a pack recently to see that it was approved by mums only.”
“Why are fathers like me excluded from brands like this?” “This is cereal discrimination by Kellogg’s who have dumped dads. Now we’re going to dump Coco Pops.”
“This father-free cereal sends a sexist, dangerous and fatherphobic message that dads are irrelevant in the lives of their children.”
The Advertising Standards Authority is currently consulting on banning gender stereotypes on adverts over fears that they could be harmful to society.