Chocolate-flavoured Coco Rocks shares its same with the street slang for "dark-brown crack cocaine, made by adding chocolate pudding during its production", according to an online drug slang dictionary.
The Coco Rocks concept was initially launched outside the UK without a problem, but in this country some people know it for meaning more than just two chocolate rock formations with a chocolatey outer shell and one with a smooth chocolate centre.
A Kellogg spokesperson denied that the name would now be changed following the revelation, and would not comment on whether there had been any complaints from consumers.
"Kellogg's has introduced a new cereal called Coco Pops Coco Rocks. The new cereal is part of the Coco Pops range, one of the UK's most popular cereals.
"The name Coco Pops Coco Rocks was given to the product as it contains rock-shaped pillows of cereal filled with chocolate flavour," a statement said.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .