The Coco Pops slogan has been changed by Kellogg’s after it was called out for being ‘sexist’ against dads by a 10-year-old girl.
Hannah-Marie Clayton noticed the slogan ‘loved by kids, approved by mums’ on the box of the cereal one morning, and thought that it was sexist as it was potentially causing upset to kids who don’t have a mum around.
She decided to write a letter to the cereal-makers to tell them that her dad James, 47, often makes her breakfast.
Kellogg’s has since replied to her letter, and they told Hannah-Marie that they will be changing the wording. The slogan will now read: ‘loved by kids, approved by parents’.
“My mum was away so I was just with my dad when I saw it on the cereal box.
It made me think that dads should be included as well because they are important too.
Also, some people don’t have a mum and they might find it upsetting.” – says Hannah-Marie.
She spoke to her parents about the slogan before writing the letter, and they told her that she could write to Kellogg’s if she felt like doing it.
This is what her letter read:
“I feel that quote is sexist, men are also able to make breakfast. My dad does it a lot for me because my mum works away a lot and is not always there for breakfast.
I would recommend instead of putting ‘mums’, put parents or carers. It would just mean a small change. In this world today we shouldn’t just rely on women.”
Wise words from a 10-year-old, right?
Hannah-Marie, however, was not really expecting Kellogg’s to get back to her. So, when a letter came through the letterbox and she found out that the company had gotten back to her, she was very surprised. This is what the company had said:
“You recently shared your thoughts around the statement of ‘approved by mums’ on our improved recipe Coco Pops. I wanted to let you know that we’ve recently renewed our research and our new pack design will refer to approval from both mums and dads.
Apologies for any offence caused and thank you for your feedback, which has played a part in our decision to change.”
Anne-Marie, her mother, added that Hannah-Marie does voice her opinion, and she often asks questions about why things are done in a certain way.
“Hannah-Marie felt strongly that the ‘approved by mums’ label should include dads, or even grandparents and carers, so I told her if she wanted to make a change she should write to Kellogg’s.
I provided the stamps and we looked up the address for the customer services team online and she just got on with it.
When we got home from holiday and found a reply, Hannah-Marie was absolutely delighted. She’s not an openly emotional child but she had a very big smile on her face.
James and I are both very proud of her, as she’s only 10.
I hope it shows her that you can make a difference no matter how big or small if you voice an opinion, even to a large corporation like Kellogg’s.
I think it’s important to teach our children that.”
A spokesperson from Kellogg’s said:
“We have now changed the wording on our new Coco Pops packs to say ‘approved by parents’. We agree with Hannah-Marie, dads love to have Coco Pops too.”