“Mom, can we have Frosted Flakes?” 

“Mom, we wanted Fruit Loops!”

Tucan Sam, Tony the Tiger, and the trio that is Snap, Crackle, and Pop may soon be removed from their stage that is Saturday morning cartoons.  Such an act by Kellogg would ruin what has become a right of passage for children across America: can you whine loud and long enough to get your parents to bend and buy you junk cereal?  If victorious, you may go onto steamrolling over their every decision.  If unsuccessful, your assumption that they’re boss is reconfirmed.

All kidding aside, this is an interesting move by Kellogg.  Per The New York Times:

Froot Loops’ days on Saturday morning television may be numbered.

The Kellogg Co. said Wednesday that it will phase out advertising its products to children younger than 12 unless the foods meet specific nutrition guidelines for calories, sugar, fat and sodium.

Kellogg also announced it will stop using licensed characters or branded toys to promote foods unless the products meet the nutrition guidelines.The voluntary changes, which will be put in place over the next 1 1/2 years, will apply to about half of the products Kellogg markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.

It seems that America’s desire for redefining health and wellness has entered a new phase.  Just capturing the major moments of the past few years, we have moved from a fast-food nation to banning trans-fats in many restaurants.  We have shifted to organic food, local food, or at least “natural” food (no hormones).  These trends may be fashion, or they may indicate that America is ready to voluntarily cinch up their collective belt for the first time in at least a generation.

It also seems that the threat of customer reaction is yielding more company proaction.  Like Jet Blue’s blunder that turned into a Bill of Rights, the lawsuit that has been hanging over Kellogg’s head for 16 months is turning into a pledge to no longer market Tony-the-Tiger dolls to kids.  In fact, NYT notes that the result of such actions by Kellogg is that the two advocacy groups who filed the lawsuit (the Campaign for a Commercial-Free Childhood and two Massachusetts parents) are willing to drop the lawsuit against Kellogg.

I have no doubt that more brands will follow Kellogg’s lead or face similar legal battles.  I also have no doubt that America’s youth will find some other cause to challenge their parent’s authority.