Kellogg’s has fought off a raft of complaints over an advert marketing Coco Pops as an after-school snack for kids.

The Advertising Standards Authority threw out 26 complaints from parents over an advert that used the slogan ‘Ever thought of Coco Pops after school?’.

Kellogg’s said in a statement: “We are pleased the ASA has decided to look beyond the hype and concentrate on the facts. Coco Pops [are] low-fat, packed full of vitamins and have no more sugar than a fruit yoghurt.”

The cereal contains 34g of sugar per 100g serving.

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