FATHERPHOBIC LABELLING

Kellogg’s has made a much-needed change to its Coco Pops packaging. The cereal giant has updated its slogan to now include both parents after a campaign group started calling the slogan “cereal discrimination.” Kellogg’s was quick to fix the situation releasing an announcement stating that the slogan would be changed from ‘Mums’ to ‘Parents’ to appear more inclusive.

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

Kellogg’s said that it would work to quickly change the word ‘mum’ to ‘parent’. “We’ve listened to Coco Pops shoppers and changed the wording on our new reduced-sugar Coco Pops packs. The message in the packs will now read ‘approved by parents’,” said Kellogg’s in a statement.

Previously the slogan read, “Improved recipe, loved by kids, approved by mums.”