Father-of-three Matt OConnor staging the protest in Asda, Peterborough, today.

Father-of-three Matt O’Connor, 51, from Clapham, and Paul Robinson, 56 from Portsmouth, Hampshire, staged a protest at Asda in Rivergate, Peterborough, on Tuesday afternoon, September 4, over what they called ‘cereal discrimination’ against dads on packaging for Kellogg’s Coco Pops.

The new Coco Pops packaging is emblazoned on the front with the banner, ‘Loved by kids. Approved by mums.’

Mr O’Connor, who is the founder of campaign group Fathers4Justice, went into Asda, Peterborough, with Robinson today to protest about the packaging by dumping packs of Coco Pops onto the floor before pouring milk on them as he asked shoppers to ‘dump’ Coco Pops and boycott the brand.

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The duo filmed the incident and broadcast it on Facebook before security escorted them to a backroom and police were called.

Following the Fathers4Justice "CocoPops" protest in Peterborough, Kellogg's contacted the dad's campaign group to confirm that they would change the packaging to say "Approved by Parents".

F4J Founder Matt O'Connor, who had staged the #CocoPopsDump in Asda said “I am delighted that Kellogg's have responded quickly and responsibly and I hope other big brands take note. When it comes to families, and the marketing of products to them, both parents matter.”

Father-of-three Matt OConnor staging the protest in Asda, Peterborough, today.