Coco Pops has changed its "approved by mums" slogan after fathers complained it was sexist.

Kellogg's, which makes Coco Pops, said it would swap the word "mums" to "parents" instead, in order to be more inclusive of fathers.

It comes after campaign group, Father’s for Justice, staged a protest at a branch of Asda in Peterborough over what they described as "cereal discrimination" against dads on packaging.

Since the cereal reformulated its recipe earlier this year Coco Pops boxes have carried the slogan: "Improved recipe, loved by kids, approved by mums"

A Kellogg's spokesman said: "We’ve listened to Coco Pops shoppers and changed the wording on our new reduced sugar Coco Pops packs. The message on Coco Pops packs will now say ‘approved by parents'."