Cereal manufacturer Kellogg Company has reached an agreement with People for the Ethical Treatment of Animals (PETA) with regard to a policy that prohibits the use of animal testing.

The development comes following Kellogg Company’s extensive discussions with PETA for a period of more than 11 years.

The company had previously used animals to carry out harmful and deadly tests for its food products.

PETA vice-president Shalin Gala said: “The global food industry is recognising that no marketing claim can possibly excuse force-feeding, poisoning, suffocating and killing gentle rats in cruel and deadly tests.

“The global food industry is recognising that no marketing claim can possibly excuse force-feeding, poisoning, suffocating and killing gentle rats.”

“The Kellogg Company is no longer a ‘cereal killer’ of animals in deadly tests, and PETA applauds the company’s decision to embrace superior, non-animal research methods.”

In 2007, PETA requested that the company stop conducting and funding experiments on animals.

Kellogg Company pledged to reduce and limit the scope of its tests on animals and eliminated such tests in its own laboratories.

As part of its new policy, the company will not conduct, fund or support tests on animals.

Deadly experiments that involved a total of 1,213 rats and 60 hamsters were funded by Kellogg from 1995 to 2016.

PETA noted that tests conducted or funded by Kellogg Company involve common food ingredients with no toxicity concerns. They can be carried out safely using humans.

Kellogg Company joins a growing list of other food companies that worked with PETA to adopt policies that prohibit animal tests.