In the wake of Kellogg’s removing all advertising from alt-right American site Breitbart.com, the aggressively right-wing news site has declared a #war on the food manufacturer, and called for a boycott of the company’s products.

Breitbart.com, which pending US president Trump’s top aide Steve Bannon used to run, is renowned for being sexist, racist, and anti-Semitic, with headlines like ‘Would You Rather Your Child Had Feminism Or Cancer?’ and ‘Gay Rights Have Made Us Dumber, It’s Time To Get Back In The Closet’.

And now it’s responded to Kellogg’s claim that the site wasn’t “aligned with our values” in a very strong way, publishing an irate story entitled, “#DumpKelloggs: Breakfast Brand Blacklists Breitbart, Declares Hate For 45,000 Readers”.

In it, Breitbart says, “The decision by Kellogg’s, which makes Pringles, Eggo waffles, as well as Special K and Frosted Flakes cereals, among others, will make virtually no revenue impact on Breitbart.com.

“It does, however, represent an escalation in the war by leftist companies like Target and Allstate against conservative customers whose values propelled Donald Trump into the White House.

“Kellogg’s offered no examples of how Breitbart’s 45 million monthly readers fail to align with the breakfast maker’s values. Indeed, the move appears to be one more example of an out-of-touch corporation embracing false left-wing narratives used to cynically smear the hard working Americans that populate this nation’s heartland.”

It went on to quote Brietbart’s editor-in-chief Alexander Marlow, who said, “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.”

Kellogg’s yesterday had taken its ads off the site, joining brands like pharmaceutical maker Novo Nordisk, online glasses retailer Warby Parker and the San Diego Zoo, with spokeswoman Kris Charles commenting, “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.

“We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site.”

The Breitbart article ended with a list of Kellogg’s products followed by the phrase “Kellogg’s: #WAR” and a link to advertise with the site.