Weetabix app ‘made children feel inferior’

Weetabix has been ordered to remove its WeetaKid app after a British watchdog ruled that it was likely to make children feel inferior if they did not eat the company’s products.

The app included two games featuring the WeetaKid character and started with prompts such as “I’ve given you access to a place you can go every day to get all the energy you need” and “Do you have a WeetaKid Weetabix box?”.

Players who responded in the negative received a message reading: “What?! No Weetabix?! Why make things harder for yourself?” and “Remember what I told you! A failure to prepare is preparation for failure!”, !or “No Weetabix? Disaster!”