03 Nov'17

Kellogg’s racist cereal box design has been called out

The design of the Kellogg’s US Corn Pops box shows yellow cereal characters having fun while one brown cereal character is cleaning the floor.


Saladin Ahmed, an American sci-fi and fantasy author, drew attention to this with his tweet ‘Hey @KelloggsUS why is literarlly the only brown corn pop on the whole cereal box the janitor? This is teaching kids racisim’.


Ahmed’s tweet received over 18 000 likes, and over 6 000 retweets.


Kellogg’s swiftly replied with; ‘Kellogg’s committed to diversity & inclusion. We did not intend to offend – we apologize. The artwork is updated & will be in stores soon.’


For Kellogg’s to change the cereal box design is evidence for social media giving people a voice and inciting change.


Some were supportive of Ahmed’s observation. For example, one user replied ‘It’s not a tiny thing. I don’t know why these companies keep doing s*** like this. It’s makes one wonder if it’s not intentional’.


Others were not so supportive with statements such as, ‘More worried that you’re feeding your kid cereal with 9g of sugar per cup for breakfast!’


It raises questions on how these creatives are accepted without someone raising the alarm that it may be interpreted as being offensive.