Left-wing group turns cereal killer, tries to whack Snap, Crackle, Pop and Toucan Sam
R.I.P. Toucan Sam (1963-2007). Chalk another victory up for the fat police.
CBS âEarly Showâ anchor Hannah Storm supported getting rid of the characters on June 14.
âWell, thatâs a great idea
Killing off the characters could be the result of an arrangement between Kellogg Company (NYSE: K) and what the media called a âconsumer advocacyâ group. After being threatened with a lawsuit from the Center for Science in the Public Interest (CSPI), Campaign for a Commercial-Free Childhood (CCFC) and two
The muscle behind the effort to shake down the Battle Creek, Mich.-based
NBCâs âToday,â spun the decision as a âpartnershipâ between the company and CSPI â deemphasizing that it stemmed from threats of legal action.
The agreement means that if a serving of the cereal contains more than 200 calories, two grams of saturated fat, 230 milligrams of sodium or 12 grams of sugar, then Kelloggâs wonât market it on television programs that have at least a 50 percent audience of children 12 or younger.
While Tony the Tiger will remain, this could mean the end for long-time cereal box characters like Snap, Crackle and Pop, who have been an icon of Kelloggâs dating as far back as 1933. It also could mean the death of Fruit Loopsâ Toucan Sam and Sugar Smacks Dig âEm.
Kelloggâs told ABCâs âGood Morning Americaâ the products that canât be reformulated to meet the manufacturerâs self-imposed nutritional criteria for television commercials will be either marketed to an older group or theyâll stop advertising it altogether.
CSPI has a notorious reputation for attacking industries which manufacture products they deem create âunhealthy choicesâ for consumers. CSPI was also behind a lawsuit that forced KFC to cut trans fats from its cooking.
In this case, the organization had decided to shoot the messenger instead of campaigning for the âhealthy choicesâ it advocates. âAnd studies show that marketing to kids influences childrenâs food choices, food preferences and what they ask their parents to purchase,â said Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest, to ABCâs âGood Morning Americaâ on June 14.