Parents furious over 'hypocrisy' of cereal ad
Kellogg's accused of pushing Coco Pops while backing obesity campaign
Parents have accused the cereal maker Kellogg's of hypocrisy for suggesting pupils snack on Coco Pops while publicly backing a Government campaign against child obesity.
The US manufacturer is advertising on bus stops with the slogan: "Ever thought of Coco Pops after school?", and running television adverts showing a pupil tucking in to a bowl accompanied by its famous cartoon monkey.
Parents complain the adverts urge children to fill up on the sugary cereal in the afternoon instead of something healthier. One person posted a message on the social networking site Twitter which read: "Coco Pops after school? Yeah that's a good idea ruin your kid's appetite ... Well done Kellogg's."
Another wrote: "'Ever thought of Coco Pops after school?' Ever heard of childhood obesity?" The user Doctorow said: "Kid-targeted candy advertising at its worst." Another parent added: "These advertisements are sited at bus stops close to schools. I thought the Government was trying to clamp down on these attempts to make children obese!"
The adverts appear to clash with the cereal company's support for the Department of Health's fat-reduction programme aimed at halting sharply rising rates of obesity.
Kellogg's is a "national partner" of Change4Life, which advises parents to "sugar-swap" by ditching a sugary pudding for a sugar-free jelly or yoghurt. Among its tips is: "Try replacing the unhealthy snacks with ones you don't mind them eating – fruit, oatcakes, breadsticks and frozen fruity ice-cubes."
Coco Pops contain 35 grams of sugar for every 100 grams, making it one of the more sugary options in the breakfast cereals market.
Christine Haigh of the Children's Food Campaign claimed that the cereal maker's advertising did not tally with its role as a partner for Change4Life. "It's outrageous that Kellogg's, which is a partner of Change4Life, is encouraging children to eat more of their sugary products," she said.
"One of the key messages of Change4Life is encouraging families to swap snacks with added sugar for low-sugar or sugar-free alternatives."
Kellogg's pointed out its average serving was 30 grams, not 100 grams. The firm said: "A bowl of Coco Pops is low in fat, contains vitamins and iron and, with milk, gives you only 175 calories a bowl. Coco Pops also has less than two teaspoons of sugar per serving – that's less than two slices of toast and jam and less sugar than a fruit yoghurt. That's why we, and many parents, think a bowl of Coco Pops with milk is a perfectly good choice of after-school snack."
According to the latest figures, 27 per cent of primary school children in England are overweight or obese. Obesity costs the UK £3.5bn a year. The Department of Health declined to criticise Kellogg's but said all Change4Life partners had to "sign up to terms of engagement".
Life & Style blogs
Looking past the search results: Google 2.0 will 'build airports and cities' says report
Jennifer Lawrence nude pictures leaked: Reddit removes 'The Fappening' board dedicated to sharing naked pictures of celebrities
iPhone 'Wave': iOS 8 hoax claims you can charge your iPhone in the microwave - you can't
A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
iOS 8: how to free up memory on your iPhone or iPad to install the update
- 1 Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
- 2 Stamford Hill council removes 'unacceptable' posters telling women which side of the road to walk down
- 3 Kim Kardashian 'nude pictures' leaked on 4chan weeks after Jennifer Lawrence 'The Fappening' scandal
- 4 Alex Salmond: 'The rocks would melt with the sun before I'd ever set foot in the House of Lords'
- 5 Free U2 album: How the most generous giveaway in music history turned into a PR disaster
£70000 - £80000 per annum: Ashdown Group: Group Head of Marketing and Communic...
Negotiable: Randstad Education Manchester: Level 3 Nursery Nurse required for ...
Negotiable: Randstad Education Manchester: L3 Nursery Nurses urgently required...
Negotiable: Randstad Education Manchester: We have a number of schools based S...