Kellogg’s has launched a new LGBT cereal as part of an anti-bullying campaign, and pledged to donate $50,000 to a US LGBT lobby group.
Its cereal ‘All Together’ combines six varieties of cereal in one box, and features the mascots of each on the packaging.
The company said the cereal is “a symbol of acceptance no matter how you look, where you’re from or who you love”.
The idea was not well received, even by some in the LGBT community.
In an article for Pride.com, Rachel Kiley said: “Nobody asked for this”, and dismissed the stunt as another attempt by a big company to jump on the LGBT bandwagon to make money from LGBT issues.
She noted that Kellogg’s’ “oh-so-generous donation” to the LGBT group would be offset by the $19.99 price for the six separately packaged individual sized cereals.
The boxes could go on sale in the UK if the US trial is successful.