Muller Rice has been accused of racism after releasing an advert which features a group of bears which are based on black stereotypes and cliches.
The Muller Rice 5 Grain Crew advert includes the bears dancing to hip hop, having an afro comb in their hair, wearing bling and talking in mock African-American accents.
There is also a bear with dreadlocks and in the advert ‘5 Grains Crew’ surround a white Muller Rice eater and dance to 1995 hip hop classic I Got Five On It by Luniz.
Muller Rice has based an entire advertising campaign on the bears with the Twitter account has even been changed to ‘Tasty B’ with a bio which states ‘Müller Rice Ambassador / Rapper / Entrepreneur / Bear. Holla me! #WordToYourMuller.’
And each of the bears has its own biography which include references to Kingston, Jamaica, and ‘pimping’ cars in America.
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Twitter users quickly responded to Muller when the advert was posted to the account.
Former London Mayor Ken Livingstone’s Senior Policy Advisor on Equalities Lee Jasper was complained bitterly about the advert.
He said: ‘Nice use of offensive and enduring racial stereotypes and tropes there. Who developed this ad?’
Musician Mampi Swift added: ‘One of the most racist adverts I’ve seen How does this get passed? Taking the absolute piss!’
And The British Blacklist told Muller: ‘Using racial caricatures is ignorant and insensitive.
‘But of course you knew that hence the race-baiting for sales. Pathetic.’
There were also Twitter users who backed the campaign but they were also accused of racism by people offended by the advert.
How in 2017 does a company get it so wrong using such offensive racial caricatures to sell some icky faux rice? Clearly you're not interested my coins.
— Donna McConnell (@d_mcconnell) November 10, 2017
Despite a Twitter Firestorm Muller Rice were continuing to push the campaign today and there are even live events with the bears at several train stations in London this weekend.
British sprinter Adam Gemili is also part of the campaign and also came in for abuse for supporting it.
This is not the first time Muller have been accused of racism concerning their advertising, in 2015 they used a picture of a dark-skinned cartoon character called Sharon Sheila Schoko on the front of its chocolate drink.
Metro.co.uk has contacted Muller UK and Ireland for a comment.