Kids ad deemed 'irresponsible'Which? reports Coco Pops Straws ad to ASA

21 February 2006

Which? has reported an 'irresponsible' TV advert for Kellogg's Coco Pops Straws to advertising watchdogs today.

The advert promotes the company's straw-shaped chocolate biscuit as a way of encouraging children to drink milk - they can suck it through the straw. But the straws are so laden with sugar - 10.5g per serving - it's like having a two-finger Kit Kat for breakfast.

Which? has asked the Advertising Standards Authority to review the Coco Pops advert because of the implication that the high-fat straws are healthy.

'Make milk more fun'

The TV commercial says: 'How far would you go to get milk into your kids? Well here's an easier way. New Coco Pops Straws is a totally different kind of breakfast. Delicious cereal straws with a yummy chocolatey lining; your kids won't be able to stop slurping. New Coco Pops Straws make milk more fun.'

Which? Chief Policy Adviser Sue Davies said: 'This advert sends a confusing message about what is healthy and what is not to both children and parents. It's yet another example of the irresponsible and underhand marketing techniques used to push unhealthy food to children.

'Kellogg's claims that a 31g serving provides at least 17 per cent of the recommended daily allowance of vitamins and minerals. However, there's no justification for encouraging children...to consume a high-sugar product at breakfast when the same vitamin content can be provided by other, healthier means.'

Balanced diet

Kellogg's said in a statement: 'A serving of Kellogg's Coco Pops Straws provides 11 per cent of the guideline daily amount for sugar, which is half the amount of sugar...in two slices of toast with jam or marmalade.

'The TV advert...is speaking to mums through a Making Milk Fun campaign that also focuses on communicating to them that there is more than one way of encouraging kids to consume milk as part of a balanced diet.

'Kellogg's will respond to any inquiry it directly receives from the Advertising Standards Authority.'

Which? is campaigning for an end to the irresponsible marketing of unhealthy food to children. We are most concerned about those foods which are high in sugar, fat and salt.