News » National

Kellogg's Introduces New Cereal Team-Up to Fight Bullying

by Kilian Melloy
Monday Oct 21, 2019
This screen cap from a Kellogg's tweet shows the box for "All Together Now," which packages six classic cereals on one box
This screen cap from a Kellogg's tweet shows the box for "All Together Now," which packages six classic cereals on one box  (Source:Screen cap / Kellogg's / Twitter)

What do you call a delicious combination of all different shapes, sizes, colors, and types? - Aside from pre-Trump America, that is?

How about this: "All Together Now."

That's the name Kellogg's cereal has bestowed on its new breakfast offer, a box containing an assortment of six different classic cereals that have long been produced and sold by the brand.

Each box of "All Together Now" contains six smaller boxes: Corn Flakes, Froot Loops, Frosted Flakes, Frosted Mini-Wheats, and Raisin Bran. Each box also contains the best of intentions - and the hope that America's LGBTQ youth will face brighter days ahead.

As CNN notes in a report, "All Together Now" is intended as an anti-bullying product that bolsters a message of acceptance. The new cereal assortment was timed to hit the shelves ahead of Spirit Day, a day when LGTBQ youth and their allies wear purple to speak out against bigotry and harassment and promote comity, civility, and acceptance. Spirit Day was on Oct. 17.

ABC News notes that the limited edition cereal assortment is the result of a partnership between GLAAD and Kellogg's.

The company took to Twitter to announce the news, posting, "As part of #SpiritDay we are launching a new 'All Together Cereal' and donating $50,000 to support GLAAD's anti-bullying and LGBTQ advocacy efforts."

"Get your limited edition box of ALL TOGETHER cereal at http://kelloggstore.com," the post added.

Though the message was clearly and firmly about acceptance over bullying and unity over division, some who left comments at the Kellogg's tweet displayed their own true colors, instantly trying to turn the conversation into one about sexual acts.

"Sexuality is between the actors and God, not my children and their cereal box. Bub-bye Kellogg!" wrote one troll.

Scrawled another: "My elementary kid's cereal should not be an LGBT conversation starter."

A third misconstrued the intent to an even greater extent: "Why are LGBT so obsessed with being as loud as possible? All I see with this is 'HEY I HAVE ANAL SEX WITH MY PARTNER!'. I don't care who you have sex with really. I just get tired of seeing always having to shout about it."

Kellogg's itself was perfectly straightforward about its intentions - and the prurient speculations offered by some fevered individuals didn't enter into it.

"We all belong together," a statement from Kellogg's posited. "So for the first time in history, our famous mascots and cereals are offered exclusively together in the same box for All Together Cereal.

"It's a symbol of acceptance no matter how you look, where you're from or who you love," the statement added.

Actual LGBTQ people - who have good reason to be genuinely weary of having their lives reduced to sexual tropes - were just as straightforward abut their enthusiasm and excitement for the veritable banquet in a box.

But one early adapter took the prize with a post in which he boasted, "I'm amused because mixing several different cereals is exactly what I do every morning."

But Kellogg's wasn't the only cereal company putting out good vibes and positive messages. Far from being a soggy latecomer, General Mills got in on the delectably upbeat messaging even earlier, teaming with the Human Rights Campaign to present a rainbow-themed edition of Honey Nut Cheerios. The team-up was part of a larger campaign to raise funds and awareness for several constructive causes.

In an Oct. 1 press release, HRC announced, "Starting October 1, Honey Nut Cheerios boxes around the country will have a Snapcode on the back of the package that can be scanned to unlock exclusive Lenses within Snapchat.

"Once the box is scanned, Snapchat will offer users a choice between three organizations, each of which has its own interactive, organization-specific Lens. As part of this Snap for Good Rewards campaign, Honey Nut Cheerios will donate a portion of $100,000 to the three organizations participating: the Human Rights Campaign Foundation, the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) and Feeding America."

Kilian Melloy serves as EDGE Media Network's Assistant Arts Editor. He also reviews theater for WBUR. His professional memberships include the National Lesbian & Gay Journalists Association, the Boston Online Film Critics Association, The Gay and Lesbian Entertainment Critics Association, and the Boston Theater Critics Association's Elliot Norton Awards Committee.


Comments

Add New Comment

Comments on Facebook