BATTLE CREEK – Tony the Tiger, Toucan Sam and Snap, Crackle and Pop are apparently “un-American,” according to right-wing news agency Breitbart, owned by Donald Trump aid Stephen Bannon.

The classic cereal company has pulled all their advertisements from the agency, claiming the outlet features, racist, sexist and anti-Semitic content. 

The Battle Creek-based maker of cereal and other food said the content on Brietbart.com doesn’t match the company’s core values.

“We regularly work with our media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” Kellogg’s spokesperson Kris Charles in a statement. “This involves reviewing websites where ads could potentially be placed using filtering technology to assess site content. As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed. In this case, we learned from consumers that ads were placed on Breitbart.com and decided to discontinue advertising there.”

Brietbart fired back, saying that Kellogg’s is running the risk of alienating customers who enthusiastically supported Trump and is missing an opportunity to have its ads seen by a growing company. 

The site claimed it had 45 million unique visitors in the last 30 days alone.

Breitbart has launched a #DumpKelloggs social media campaign. More than 100,000 people had signed the petition by Tuesday morning. The site’s top editor, Alexander Marlow, said:

“Breitbart News is the largest platform for pro-family content anywhere on the Internet. We are fearless advocates for traditional American values, perhaps most important among them is freedom of speech, or our motto ‘more voices, not less.’ For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice. They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg’s customers. Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice. If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”

Bannon’s appointment has been met by a firestorm of criticism by prominent Democrats and others who have alleged that he is a white nationalist and that his appointment was cheered by former Ku Klux Klan imperial grand wizard David Duke and American Nazi Party leader Rocky J. Suhayda.

Bannon was the executive chairman for Breitbart News but left to advise the Trump campaign. In an interview with The Hollywood Reporter, Bannon disputed allegations that he is a white nationalist.

“I’m not a white nationalist, I’m a nationalist,” he said. “I’m an economic nationalist.”