Key Words: Kellogg and Breitbart are at war, and it’s playing out on Twitter

‘It’s on.’

Carl Quintanilla, CNBC

That’s CNBC anchor Carl Quintanilla, commenting on Twitter on the eruption of hostilities between breakfast-foods maker Kellogg and rightward-leaning news purveyor Breitbart.

Trade magazine AdvertisingAge, USA Today, the Washington Post and others had taken note of the intention of the Eggo frozen waffles and Corn Flakes cereal manufacturer K, -2.20% to pull advertising from Breitbart properties because of its “values” disconnect, with Breitbart viewed as a leading voice of the so-called alt-right movement.

See: What does alt-right even mean?

And: ‘Post-truth’ beats out likes of ‘Brexiteer’ and ‘alt-right’ as Oxford Dictionaries word of the year

Breitbart and its readers and backers rapidly responded with a boycott push — and the #DumpKelloggs hashtag:

Kellogg’s cereal offerings on a shelf at a Key Food supermarket in Brooklyn.

Kellogg’s main account on Twitter had not been active since Thanksgiving Day.

Kellogg shares fell 2.2% Wednesday, while the S&P 500 SPX, -0.27% edges 0.27% lower.

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