Fruit Loops indeed


“We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” said Kellogg’s Kris Charles.

When will some corporates stop politicizing their products? I’ve written at length about corporate hypocrisy but it seems that Kellogg’s has jumped into the fray by suggesting all 45,000,000 Breitbart readers don’t align with its values. Had it occurred to them that some people (including myself) read abroad cross section of media from both sides of the political  divide to fact check or at the very least look at what is burning inside them? Of course all 45,000,000 must be stereotyped. There could be no chance that some of those readers could be liberals or foreigners interested in a different perspective on America. Seriously?

Breitbart responded as follows:

Breitbart News is the largest platform for pro-family content anywhere on the Internet. We are fearless advocates for traditional American values, perhaps most important among them is freedom of speech, or our motto ‘more voices, not less.’ For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice. They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg’s customers. Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice. If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”

Kelloggs has the right to alienate customers if it so chooses. Mars too. However had it occurred to them that people don’t want to sprinkle politics over their breakfast cereal? I don’t back Breitbart’s #BoycottKelloggs campaign either. People will consume with their conscience over such matters. In that sense Breitbart should let its 45,000,000 readers pick their own battles.

I don’t necessarily disagree with Breitbart’s assessment of Kellogg’s but let us decide what we throw in our shopping trolley and leave the frosted (snow)flakes to wonder why sales are falling faster than a can of Pringles.

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