You might remember the latest move in Jamie Oliver's quest to extract all the fun away from our favourite foods - we'll call it, Operation Cereal Killer.
We could just about handle the turkey twizzler and energy drink bans. We even tolerated the cruel 2-for-1 pizza abolishment.
But then he took it up a notch and got personal.
He turned on our favourite cereal box characters, accusing them of peddling junk food and calling for them to banished from the front of cereal boxes to curb child obesity.
And while we get it, who could imagine a morning without being greeted by our childhood friends Snap, Crackle and Pop, Honey Monster or Tony the Tiger?
But then, just as we were beginning to prepare for a life without our favourite breakfast buddies, a glimmer of hope has appeared.
Kellog's has slashed the amount of sugar in Coco Pops by a whopping 40 percent and it could save the life of Coco the Monkey, reports the Mirror.
The new and improved recipe, which also has 10 percent less salt, now has just 17g of sugar per 100g - a massive change from the previous 30g per 100g.
The monkey stays and our teeth don't rot - because let's admit, 30g of sugar per 100g is just a tad unnecessary.
The change has put Kellog's ahead of the Government's goal of 20 percent less sugar in cereal by the year 2020.
Kellog's Senior Director, Bridget Briggs, said: "We've listened to people who buy Coco Pops. We have taken sugar out and added more cocoa. We haven't used artificial colours, sweeteners or preservatives."
The new taste took three and a half years to perfect, and in taste tests, 85 percent of children said they liked this version of the cereal just as much as the old one.
"My research and development team has been working hard to make sure that, by changing the recipe slightly, we can significant reduce the total sugar content of the cereal without affecting its great tast," Briggs continued.
The new and improved boxes of Coco Pops hit the supermarkets this week and sitting proud as punch at the top of the box is our mate Coco the Monkey, holding a scroll marked 'Improved Recipe'.
It's a win-win situation all round really, isn't it?
The monkey stays and our teeth don't rot - because let's admit, 17g of sugar per 30g is just a tad unnecessary.
It's a great step forward in the fight against childhood obesity and its strain on the already struggling NHS - now health campaigners are urging other cereals to follow suit.
Professor Graham MacGregor, chairman of Action on Sugar, said: "We hope Kellog's will reformulate all of their cereals and set an example for all other food manufacturers.
We hope they do, too. For now though, we'd rather have a bowl of Coco Pops.
Featured Image Credit: Kellogg's