Kellogg's Pulls Controversial 'Choco-Bastard' From Store Shelves

July 22, 1998 | Issue 33•25

BATTLE CREEK, MI—Amid a firestorm of controversy, Kellogg's is voluntarily ceasing all sales of its new cereal Choco-Bastard. "We are withdrawing the cereal to re-tool the sales concept for an undetermined amount of time," Kellogg's CEO Perry Fitch said of Choco-Bastard, whose box features a large, brown, fuzzy creature angrily giving the finger. "We thought cereal-lovers would respond to the rock-hard, shard-like pieces and vinegary after-taste." Promoted as "The Richard Speck Of Cereals," Choco-Bastard was popular with children ages 6 to 12 until an outcry from concerned parents prompted a boycott. A Kellogg's spokesman said the cereal manufacturer has no plans to discontinue Rape Chex.