US breakfast cereals giant Kellogg Co has been sued by a Chicago marketing consulting firm for having allegedly stole its idea for cereal product based on a basketball-concept.

The lawsuit, which was filed in a US District Court in Chicago late last month, details how the Kingsley Group Inc and inventor DeMarco Allen created the Hoops Cereal.

Kingsley insists, however, that when it developed the Hoops concept and shared its thoughts with the Michigan-based food giant, Kellogg responded by rolling out a 3 Point Pops cereal in 2000.

A spokesman from Kellogg has so far declined to comment on the case.