Toucan Sam is in a bit of a pickle, for supposedly being too “woke.”
Conservative influencers turned would-be cereal killers have called for a boycott of Kellogg’s popular children’s cereal Froot Loops, demanding that consumers give the rainbow-colored food the “Bud Light treatment.” They claim the brand is selling ultra-liberal “propaganda” with a new digital children’s library that promotes things like inclusivity.
The backlash began after the iconic brand partnered with BCG Canada, formerly known as Boys & Girls Clubs of Canada, to offer access to the free online library of children’s books that promote equality, diversity and inclusion.
He librarywhich includes titles such as “Maggie’s Chopsticks,” “Razia’s Ray of Hope,” and “Loop Together on Gender Empowerment,” was criticized online by the account X End Wokeness on November 19, as first reported by Newsweek.
The account, which has 1.9 million followers, posted a message that read: “Fruit [sic] Loops now encourages kids to go online and read their free library of woke propaganda.”
Other prominent right-wingers joined in, with TikTok liberals claiming Kellogg’s planned to “indoctrinate their children with breakfast cereals” and called for a boycott.
Country music artist John Rich was among those who also asked his followers to stop buying Kellogg’s product.
Awards in Manhattan on June 11, prompting calls to boycott Kellogg’s. Getty Images/Dominik Bindl/
“I think we should boycott Fruit Loops [sic] for our health and to punish them for waking up,” the message “I am offended!” The singer wrote in X.
In April, Rich pulled Bud Light from his Nashville bar over its association with transgender activist Dylan Mulvaney. The ensuing nationwide boycott caused parent company AB InBev to lose an estimated $40 billion.
Chicago-based Kellogg’s did not respond to a Post request for comment.
The food company previously faced calls for a boycott in June after Mulvaney walked the Tony Awards red carpet with Tony the Tiger, the mascot for its Frosted Flakes cereal.
“Tony is thrilled to celebrate all the incredible talent and present you with a new ‘Tony’ moment after the curtain falls,” a company marketing director said at the time.
Kellogg Company saying in April that it was on track to achieve “equity, diversity and inclusion goals” and reported progress in improving “racial and gender representation” among senior employees.
In fact, the company’s stock price had improved since the boycott calls began; On Monday it was trading at $52.59 per share, up $0.07 from Nov. 19.
