"Kellogg developed this product in response to consumers expressing a need for more positive nutrition". The US Food and Drug Administration may yet rule on the Kellogg's claim, and some observers responded negatively to Kellogg's marketing campaign. According to Kelly Brownell, director of the Rudd Center for Food Policy and Obesity at Yale University, compared to all claims on cereal boxes, "this one belongs in the hall of fame. By their logic, you can spray vitamins on a pile of leaves, and it will boost immunity." There are concerns that advertisements target children. LCM bars of the type advertised contain 30% sugar, which the advertisement failed to note. Advertisements by bus stops asked "Ever thought of Coco Pops after school?" and parents in the UK expressed concern that children would want Coco Pops instead of healthier foods. Official support by Kellogg's for an anti childhood obesity campaign has been seen as hypocritical. Advertising slogans "Just like a chocolate milkshake, only crunchy!" (Coco Pops – United Kingdom, New Zealand, Australia) "I'd rather have a bowl of Coco Pops!" (United Kingdom) (1986-2005; 2011–2015) "Coco Pops Crunchers – Can you handle the crunch?" (United Kingdom) "Ever thought of Coco Pops after school?" (United Kingdom) (2010) "Start the Magic with Coco Pops" (United Kingdom) (2021-) Variations Variations include Coco Pops Chocos, which is wheat cereal in the form of shells, similar to Nestle's Chocapic, Coco Pops Jumbos, which is maize cereal in the form of balls, similarly to General Mills's Cocoa Puffs, and Coco Pops Rocks, which is similar to Jumbos, but also contains multi-grain "pillows" stuffed with chocolate cream, similarly to Krave, all of the aforementioned examples being chocolate-flavored. In February 2022, Kellogg's released a 'mystery' favor of Coco Pops, and ran a contest with a $10,000 AUD prize for guessing the flavor. The mystery flavor was revealed to be neapolitan ice cream, and Mystery Coco Pops were subsequently relaunched as Coco Pops Vanilla Berry Choc Top. References External links Choco Krispies (Argentina) The Kellogg's Store - Coco the Monkey Kellogg's cereals Products introduced in 1958