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.

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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.

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