Kellogg’s has slashed the amount of sugar in Coco Pops by 30% - a move designed to pacify parents and the sugar lobby, but which has inevitably resulted in a thorough kicking from taste-focused consumers on social media.

Its ad to promote the reduction sees the brand’s totemic monkey Coco - surely an endangered species now, alongside Tony the Tiger - pursued around the, er, mountain on which Coco Pops are made, by Crafty Croc - a grim-faced reptile who wants to get hold of the secret recipe.

The Indiana Jones-influenced sequence is pulled off nicely, with the set and action executed with aplomb. Coco himself looks a bit blank, however. He’s saved the day, but maybe he feels it’s a bit too early to celebrate.