Kellogg’s changes Coco Pops slogan to include both parents

12-Sep-2018 - Last updated on 12-Sep-2018 at 07:41 GMT

Kellogg's reduced sugar Coco Pops are now approved by both mums and dads. Pic: Kellogg

The breakfast cereal giant has changed the ‘Loved by kids, approved by mums’ slogan on its Coco Pops boxes following a protest by Father’s4Justice.

The campaign group had staged a protest at a branch of Asda in Peterborough, UK, over what they called “cereal discrimination.

“This father-free cereal sends a sexist, dangerous and fatherphobic message that dads are irrelevant in the lives of their children,” said founder of Father’s4Justice and father of three Matt O’Connor.

Kellogg’s quickly responded, stating it would swap ‘mum’ with ‘parents’ in order to be more inclusive of fathers.

“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’,” said a Kellogg’s spokesperson.

In July, the company had decreased the sugar content by 40% in Coco Pops, ahead of the UK government’s 2020 goal of slashing sugar content in cereals and snacks by 20%.

Coco Pops now has 17g of sugar per 100g, down from 30g.