Fruit Loops faces boycott calls; "getting the Bud Light treatment"

NEWSWEEK – Kellogg's cereal brand Froot Loops is facing boycott calls for offering consumers a digital library of children's books that promote equality, diversity, and inclusion (ED&I).

Boxes of the cereal in Canada include a promotional tag to a free online library. Purchasers and their families can use the resource to learn how incredibly colorful and diverse the world can be. Newsweek has contacted representatives of Kellogg's via email for comment.

Per the corresponding website, the library "was created with the help of our partners at BGC Canada [formerly known as Boys & Girls Clubs of Canada] and Kids Can Press to help families explore diverse topics." The books include themes on racial and cultural inclusivity, as well as kindness and acceptance.

However, the new initiative has sparked boycott calls on social media, as users call for the brand to "get the Bud Light treatment."

This refers to a boycott of the beer brand among a faction of detractors who objected to its brief marketing partnership with transgender TikTok star Dylan Mulvaney earlier this year.