Production of roadkill-shaped candy screeched to a halt Friday, as Kraft Foods Inc. announced it would stop manufacturing the treats amid protests by animal rights activists.

"We take comments from our consumers really seriously and, in hindsight, we understand that this product could be misunderstood," said Kraft spokesman Larry Baumann.

Kraft plans to stop production of the fruity-flavored Trolli Road Kill Gummi Candyas soon as possible and then sell off remaining inventory, Baumann said.

The announcement came after the New Jersey Society for the Prevention of Cruelty to Animals protested that the the candy, which is shaped like critters run over by cars — complete with tire treads — encouraged children to be cruel to animals.

"It sends the wrong message to children, that it's OK to harm animals. And that's the wrong message, especially from a so-called wholesome corporation like Kraft," said society spokesman Matthew Stanton.

The society said it was considering petition drives, boycotts and letter-writing campaigns to get the candy, in shapes of partly flattened snakes, chickens and squirrels, pulled from the market, Stanton said.