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Schoolgirl, 10, forces Kellogg's to change 'sexist' wording on boxes of Coco Pops after writing to cereal giant to complain about 'approved by mums' tag line

Daily Mail logo Daily Mail 12/09/2018 Lara Keay For Mailonline

Hannah-Marie Clayton, 10, did not approve of the new Coco Pops slogan 'Loved by kids, approved by mums' (circled) so she wrote to Kellogg's to say it was sexist (letter pictured left) © Provided by Associated Newspapers Limited Hannah-Marie Clayton, 10, did not approve of the new Coco Pops slogan 'Loved by kids, approved by mums' (circled) so she wrote to Kellogg's to say it was sexist (letter pictured left) A schoolgirl managed to force Kellogg's to change the wording of its new advertising campaign after she wrote to complain about it being 'sexist'.

Hannah-Marie Clayton, 10, did not approve of the new Coco Pops slogan 'Loved by kids, approved by mums'.

She thought it was unfair because 'dads can make breakfast too' and it might be 'upsetting for people who don't have a mum'.

So when her parents Anne-Marie, 48 and James, 47, told her to write and complain - that's exactly what she did.

Her letter to the cereal giant was so convincing that Coco Pops boxes will now read 'Approved by parents' and be on the shelves in the near future.    

Hannah-Marie, a Year 6 pupil from Bournemouth, Dorset, said: 'My mum was away so I was just with my dad when I saw it on the cereal box.

'It made me think that dads should be included as well because they are important too.

a person posing for the camera: Hannah Marie lives in Bournemouth with her father James and mother Annie-Marie, who encouraged her to write to the cereal giant © Provided by Associated Newspapers Limited Hannah Marie lives in Bournemouth with her father James and mother Annie-Marie, who encouraged her to write to the cereal giant 'Also some people don't have a mum and they might find it upsetting.'

Hannah-Marie spoke to her parents about the slogan and they told her she could write to the company if she wanted.

Her mother looked up the address and left her daughter to write the letter herself.

She wrote: 'I feel that quote is sexist, men are also able to make breakfast. 

'My dad does it a lot for me because my mum works away a lot and is not always there for breakfast.

'I would recommend instead of putting 'mums', put parents or carers. It would just mean a small change. In this world today we shouldn't just rely on women.'

a close up of a piece of paper: The schoolgirl's letter (pictured) was so convincing that Coco Pops boxes will now read 'Approved by parents' and be on the shelves in the near future © Provided by Associated Newspapers Limited The schoolgirl's letter (pictured) was so convincing that Coco Pops boxes will now read 'Approved by parents' and be on the shelves in the near future

But she was amazed when she actually received a reply from Kellogg's.

It said: 'You recently shared your thoughts around the statement of 'Approved by Mums' on our improved recipe Coco Pops.

'I wanted to let you know that we've recently renewed our research and our new pack design will refer to approval from both mums and dads.

'Apologies for any offence caused and thank you for your feedback, which has played a part in our decision to change.'

a close up of a box: After: This is what the new Coco Pops box will look like after Hannah-Marie's intervention © Provided by Associated Newspapers Limited After: This is what the new Coco Pops box will look like after Hannah-Marie's intervention

Her mother, an airline cabin crew leader, said: 'Hannah-Marie does voice her opinions and asks questions about why things are done in a certain way.

'I work for an airline and I am away quite a lot, so my husband is there for breakfast.

'When Hannah-Marie said she thought the quote on the box was sexist we asked her why.

'Hannah-Marie felt strongly that the 'Approved by Mums' label should include dads, or even grandparents and carers, so I told her if she wanted to make a change she should write to Kellogg's.

'I provided the stamps and we looked up the address for the customer services team online and she just got on with it.

'When we got home from holiday and found a reply, Hannah-Marie was absolutely delighted. She's not an openly emotional child but she had a very big smile on her face.

'James and I are both very proud of her, as she's only 10.

'I hope it shows her that you can make a difference no matter how big or small if you voice an opinion, even to a large corporation like Kellogg's.

'I think it's important to teach our children that.' 

A Kellogg's spokesman said: 'We have now changed the wording on our new Coco Pops packs to say 'Approved by Parents'.

'We agree with Hannah-Marie, dads love to have Coco Pops too.'

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