But we love to rip their heads off and suck their guts out! Parents fury as children's yoghurt brand Frubes drops it's 'genius' slogan

The slogan has been replaced with 'pull their tops off and eat them all up'

Parents say the old slogan is 'genius' and 'hilarious' but others say it's 'disgusting'



The makers of the UK's best selling children's yoghurt have been criticised for being too politically correct after dropping their controversial advertising slogan.

The advert, featuring Frubes marching to the beat of a Sergeant Major drill song ends with the lines 'Rip their heads off and suck their guts out.'

However, six weeks after the adverts popped onto screens, the slogan has suddenly been changed to the more benign 'pull their tops off and eat them all up'.

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A child is pictured with a Frube with its 'head' missing. It is a scene in one of many Frubes TV adverts which contains the line: 'Rip their heads off and suck their guts out'

The controversial slogan refers to the plastic tubes of fromage frais which children have to open by tearing the top off and eat by squeezing it into their mouths without a spoon

The former slogan, used in many adverts including this one, pictured, refers to the plastic tubes of fromage frais which children have to open by tearing the top off and eat by squeezing it into their mouths without a spoon.

Frubes are made by Yoplait who have half of the £250 million pounds children's yoghurt and dessert market. Frubes are its biggest selling children's lunchbox dairy product with 18 million being eaten every year.

The change in the advert has prompted criticism from parents who, with their children, declared the old slogan 'genius' and 'hilarious' and the new one 'c***.'

Andie Piercy commented in the official Frubes Facebook page: 'The change to the tag line is just another example of the stupidity enforced upon us by the minority who complain about everything these days, ridiculous.'

Lorna Small added: 'What was wrong with rip their heads off and suck their guts out?????' and added 'BRING IT BACK I SAY!!! lets start a petition!!!

Spokesman for the Advertising Standards Authority, Matt Wilson, said the old slogan had not breached any of its codes and it had not contacted Yoplait to change the advert

Frubes are made by Yoplait who have half of the £250 million pounds children's yoghurt and dessert market

Hayley Saw said: 'lmao, think Frubes had some complaints on their TV ad, just seen the new one, it used to be 'rip their heads off and suck their guts out' now its 'rip their tops off and eat em all up' lol!!

On the mumsnet social networking site, 4madboys wrote: 'The new advert is CRAP. It is really a pc thing. I always thought the original version was GENUIS advertising whoever thought of it appealed to children of all ages, very memorable and a great advertising ploy.'

Annie Lobeseder said 'Is it wrong to find it hilarious that the Frubes advert has been changed? The PC police have struck again.'

Other parents believe the original slogan was 'disgusting'.

The Advertising Standards Authority said it had received 20 complaints about the original slogan in January - before it was changed.

Jill, on mumsnet, said: 'I can't believe I've never heard that one before but personally I think its disgusting, and as its something thats specifically targeted at children, a more appropriate phrase could have been used in my opinion.

Parents are divided over the controversial slogan with some believing it is 'disgusting' and others 'hilarious'

'I don't think 'rip their head off and suck their guts out' is a phrase that children should be encouraged to say or hear.'

Denise W added: 'Surely they could have come up with something a bit better than that - and less agressive.'

Spokesman for the Advertising Standards Authority, Matt Wilson, said the old slogan had not breached any of its codes and it had not contacted Yoplait to change the advert.

'The change in the advert has not been prompted by us,' he said.

'We did receive 20 complaints about the Frubes advert but it was not formally investigated as there was no breach of the Authority's code.

'One complaint from a mother said it was not a nice thing for her daughter to hear, not a nice thing to see ad inappropriate.

'We understand that some may find this advert distasteful which is the case as some complained.

'However, the authority felt it was in the context of animated characters and would not cause serious offence or distress or encourage children into cruel behaviour to other children.'