Toucan Sam is in a jam — for allegedly being too “woke.”
Conservative influencers-turned-wannabe-cereal killers have called for a boycott of the popular Kellogg’s children’s cereal Froot Loops, demanding consumers give the rainbow-colored food the “Bud Light treatment.” They claim the brand is peddling ultra-liberal ”propaganda” with a new digital kiddie library promoting such things as inclusion.
The backlash began after the iconic brand teamed up with BCG Canada — formerly known as Boys & Girls Clubs of Canada — to offer access to the free online library of books for kids that promote equality, diversity, and inclusion.
The library, which features titles such “Maggie’s Chopsticks,” “Razia’s Ray of Hope” and “Loop Together on Gender Empowerment,” was slammed online by the X account End Wokeness on Nov. 19, as first reported by Newsweek.
The account, which boasts 1.9 million followers, posted a message stating, “Fruit [sic] Loops is now encouraging kids to go online and read their free library of woke propaganda.”
Other prominent right-wingers piled on, with Libs of TikTok claiming Kellogg’s was planning to “indoctrinate your children with breakfast cereal,” and calling for a boycott.
John Rich, a country music artist, was among those who also asked for his followers to stop buying the Kellogg’s product.
Awards in Manhattan on June 11, sparking calls for a Kellogg’s boycott. Getty Images/Dominik Bindl/
“I think we should boycott Fruit Loops [sic] for our health and to punish them for going woke,” the “I’m Offended!” singer wrote on X.
In April, Rich pulled Bud Light from his Nashville bar over its partnership with transgender activist Dylan Mulvaney. An ensuing nationwide boycott caused parent company AB InBev to lose an estimated $40 billion in value.
Kellogg’s, headquartered in Chicago, did not respond to a request for comment from The Post.
The food company previously faced calls for a boycott in June after Mulvaney walked the red carpet of the Tony Awards with Tony the Tiger, the mascot for its Frosted Flakes cereal.
“Tony is thrilled to celebrate all the amazing talent and present them with a new ‘Tony’ moment after the curtain falls,” a marketing director from the company said at the time.
Kellogg Company said in April that it was on track to achieve “goals for equity, diversity and inclusion,” and reported progress in improving “gender and racial representation” among senior employees.
The company’s stock price had actually improved since calls for the boycott broke out; it was trading at $52.59 per share Monday, up $0.07 from Nov. 19.
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