Breakfast-food maker Kellogg’s is putting a limited-edition “Together with Pride” cereal on supermarket shelves in collaboration with LGBTQ+ advocacy group GLAAD in a product launch timed for Pride Month in June.
Whether consumers will respond to this pronoun-related promotion by voting with their shopping cart remains to be seen.
“Boxes are for cereal, not for people…no matter what you are, who you love, or what pronouns you use, you’re too awesome to fit in a box,” the Battle Creek, Mich.-based multinational company explained in announcing the initiative which it says is reflective of its commitment to diversity, equity, and inclusion.
Kellogg’s makes Corn Flakes, Froot Loops, Frosted Flakes, Pop-Tarts, Raisin Bran, Rice Krispies, and many popular products in that sector.
Critics say this is yet another example of woke capitalism and identity politics virtue-signaling that could backfire in the marketplace if recent history provides any indication.
Various pronouns appear on the side of each box along with a recommendation to “add your own.” Next to Kellogg’s iconic cartoon characters on the front of the box, a frosted mini-wheat holds a small rainbow flag. A tear-out “Together Band” is also included in each box, “which includes representation for non-binary and transgender individuals,” Fox Business reported.
Kellogg’s plans to donate $3 to GLAAD (the Gay and Lesbian Alliance Against Defamation which is now known only by its initials) for every box sold provided that consumers upload their receipts.
“Together With Pride cereal marks the latest chapter in a years long partnership with GLAAD and is the evolution of the much-loved All Together cereal, which previously was only available online. Our delicious new recipe features berry-flavored, rainbow hearts dusted with edible glitter. We can’t wait for fans to try our latest limited run,” Kellogg Company executive Doug VanDeVelde explained in a press release.
Leave the boxes for cereal, you’re too awesome to fit into a box @glaad pic.twitter.com/Ryc4pijFvV
— Kellogg Company (@KelloggCompany) May 25, 2021
“Kellogg’s new Together With Pride cereal will create opportunities for homes and families to have conversations about the importance of acceptance, compassion and understanding, especially when it comes to LGBTQ+ youth,” GLAAD President and CEO Sarah Kate Ellis explained, which includes using correct pronouns.
Tony Perkins, the Family Research Council president, has a fundamentally different view.
“Kellogg’s hasn’t been sugar-coating its agenda for years. But its latest venture—a ‘create your own pronoun’ cereal for kids—is bowling over parents…
“Of course, anyone who’s been online or walked the aisles of a grocery store knows that some companies will do anything to pander to the radical left. But this June, these brands are on a collision course with a group of fired-up American shoppers who might just eat them for breakfast. Everyone from Coca-Cola to Major League Baseball could have told Kellogg’s it was a bad idea,” Perkins wrote in The Daily Signal.
Parenthetically, two polls recently released by Scott Rasmussen suggest that by far, most Americans want corporations to steer clear of politics of any kind.
Although Kellogg’s is winning applause in liberal precincts, others are sending a strong message that this is a flakey idea. Here is a sampling:
But yet you want kids to divide themselves up into little groups (boxes) by labeling themselves this or that. Is division your intent?
What purpose does this serve?
Most normal people find this kind of behavior around their kids creepy AF.
Our canceling of you continues.. pic.twitter.com/4JMwUx7Oav
— User name here (@nytroxx) May 26, 2021
My family and I used to buy your products a lot. That ended today.
— Bobby Stewart (@bstew5976) May 25, 2021
Why don’t you make a kids’ cereal box commending first responders, firefighters, police officers & soldiers? You’d sell a hell of a lot more cereal.
— Sarah T. (@Sarah6t) May 26, 2021
You’ve got to be kidding me??? I will make sure to never buy Kellogg products again! You should take advice from the other woke or go broke companies! We the People have the power to make it break you!!!
— Tamara S Curry (@TamaraSCurry1) May 25, 2021
I’m not buying your products any longer. I don’t need to expose my four year old child to a social agenda packaged with his breakfast cereal. What is wrong with your company?
— MLE Trout (@TroutMle) May 29, 2021
Disgusting. Kellogg’s has gone woke.
— Maryanne Kehoe (@atlantaoly) May 28, 2021
This is so sad. Why are they luring children into questioning ADULT situations? Another product that won’t be bought in our home.
— Carla B (@just_carla_b) May 30, 2021
Added to the growing woke list of stuff I won’t be buying…
— 🇬🇧 andy norman (@andycnorman) May 30, 2021
New box, right where it belongs. Good luck with this one @KelloggCompany. Get woke, go broke. pic.twitter.com/1pNbTHxcEV
— BeePee101 (@Brianpannell11) May 27, 2021
This makes for a very awkward breakfast discussion with one’s children. It pains me to see that your company has followed suit with others that incorporate a political agenda in areas that were meant for children. Targeting kids is not the way to get others to support your cause.
— Justice Is Blind (@JusticeIsBlin12) May 27, 2021
Another company on the list of not buying their products.
— Cleme 🇮🇹 (@Cleme93451845) May 28, 2021
You just made sure I’ll never buy another box with your logo on it. I don’t need your weird politics with my fruit loops 🥴
— Jamie Lane (@autodoc21) May 29, 2021
I do not promote eating anything from Kellogg’s, its all modified crap!
— Kimberly A Hopwood (@celticnot8) May 28, 2021
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