WATCH: Portsmouth dad helps stage messy Fathers4Justice protest in Asda over '˜cereal discrimination'

Paul Robinson, 56, from Portsmouth, and father-of-three Matt O'Connor, 51, from Clapham, staged a protest at an Asda in Peterborough over what they said was '˜cereal discrimination' against dads on packaging for Kellogg's Coco Pops.

The new Coco Pops packaging is emblazoned on the front with the banner, '˜Loved by kids. Approved by mums.'

Mr O'Connor,  founder of campaign group Fathers4Justice, went into the shop with Mr Robinson to protest about the packaging by dumping packs of Coco Pops onto the floor before pouring milk on them as he asked shoppers to '˜dump' Coco Pops and boycott the brand.

The duo filmed the incident and broadcast it on Facebook before security escorted them to a backroom and police were called.

Mr O'Connor said he was horrified when he saw the packs while shopping for cereal for his son Archie.

He told the Peterborough Telegraph: '˜My son Archie is a fan of Coco Pops but we were horrified when we bought a pack recently to see it said it was approved by mums only.'

'˜Why are fathers like me excluded from brands like this?'

'˜This is cereal discrimination by Kellogg's who have dumped dads. Now we're going to dump Coco Pops.'

'˜This father-free cereal sends a sexist, dangerous and harmful message that dads are irrelevant in the lives of their children.

'˜Kellogg's and Asda should immediately apologise to fathers and re-sticker every pack to read 'Approved By Mums & Dads'.

'˜In the meantime Archie and I are calling on other parents to boycott the brand.'

Fathers4Justice say that too retailers are guilty of prehistoric gender stereotyping and deliberately exclude fathers from their branding and marketing.

Fathers4Justice have previously called out Asda for sexist Christmas cards, Mothercare and sexist M&S labelling.

This article originally appeared on our sister title Peterborough Telegraph.