Coco Pops drops ‘sexist’ mum slogan from boxes

Coco Pops has changed its “Approved by mums” slogan after fathers complained it was sexist. Kellogg’s, which makes Coco Pops, said boxes would change the word “mums” to “parents” instead, in order to be more inclusive of fathers.

It comes after Justice for Fathers, a campaign group, staged a protest at a branch of Asda in Peterborough over what they described as “cereal discrimination” against fathers on packaging. Since the cereal reformulated its recipe earlier this year, Coco Pops boxes have carried the slogan: “Improved recipe, loved by kids, approved by mums.”