Conservatives Are Boycotting Froot Loops

Froot Loops have become the latest target in a series of conservative boycotts. The offense? Offering a free digital library of children’s books.

The X account “End Wokeness” made a post declaring, “Fruit Loops (sic) is now encouraging kids to go online and read their free library of woke propaganda.” Accompanying this post is an image which triggered the backlash: a Froot Loops box which offers access to a free digital library with a focus on “equity, diversity, and inclusion.” Replies range from misinformed disgust to calls for boycotts.

The digital library is available through a partnership between Kellogg and BGC Canada, a national nonprofit dedicated to promoting and aiding children’s social welfare. The website intends to help families discuss matters of inclusion and equality and includes an FAQ to help parents and guardians engage with their kids on such topics. It contains many diverse titles, such as My City Speaks, a book about a young blind girl celebrating her community, and My Words Flew Away Like Birds, a tale of empathy and kindness inspired by immigrant families and their stories. As part of the program, Froot Loops also donated $100,000 to BGC Canada’s Equity, Diversity, and Inclusion initiatives.

After End Wokeness posted, several other conservative platforms shared their intent to boycott Kellogg. Infamous social media hate group Libs of Tiktok spread the images further, encouraging followers to “stop giving (Kellogg) your money!” But Froot Loops is only the latest in a long line of brands boycotted by fervent right-wingers. Previously, Bud Light fell under the spotlight for featuring trans woman Dylan Mulvaney in a marketing campaign. Target also received heavy backlash for their Pride collection earlier this year, leading to them removing several items from their shelves. It remains to be seen whether Kellogg will likewise cave, or whether they will maintain their stance on providing youth with free resources like this library.