Kelloggs Launches Gay Pride Cereal That Encourages Buyer to Choose Characters’ Pronouns

While Skittles “gives up the rainbow” to LGBT.

Kelloggs has launched a special gay pride cereal that encourages buyers to choose the pronouns of characters such as Toucan Sam.

Yes, really.

“Friend sent this to me. I had know idea that Tony the Tiger and the Toucan Sam were dating,” tweeted Dave Rubin.

The images show the result of a collaboration between Kellogg Company and LGBT lobby group Gay & Lesbian Alliance Against Defamation (GLAAD), with $3 from every purchase going to the organization.

“Together With Pride cereal marks the latest chapter in a years long partnership with GLAAD and is the evolution of the much-loved All Together cereal, which previously was only available online,” said Doug VanDeVelde, General Manager of Kellogg U.S. Cereal Category. “Our delicious new recipe features berry-flavored, rainbow hearts dusted with edible glitter. We can’t wait for fans to try our latest limited run.”

Kelloggs added that the marketing ploy was part of their “commitment to diversity, equity and inclusion” while GLAAD President & CEO Sarah Kate Ellis said the partnership “will create opportunities for homes and families to have conversations about the importance of acceptance, compassion and understanding, especially when it comes to LGBTQ+ youth.”

Some responded to the news by joking that now even cereals were turning the frogs gay.

Skittles is also “giving up” its rainbow colors for pride month, turning the candy gray and donating money to GLAAD. Apparently, the LGBT movement now owns the rainbow itself. Maybe their next target will be the electromagnetic spectrum, which is rumored to be ambivalent about Drag Queen Story Time and therefore “problematic.”