A FATHER HAS written a brilliantly sarcastic open letter to Heinz after taking issue with the brand’s sexist packaging.

Jim Coulson, who runs Bewildered Dad, wrote an open letter accusing the food manufacturer of “making a wild assumption about whose job it is in the house to feed the baby”.

And it’s all because of this message.

Bewildered Dad Bewildered Dad

Coulson opens his post by wondering whether Sophie really is like him.

If Sophie really is a mum who is just like me then, biologically speaking, that birth will have been traumatic at best. I suggest we immediately start working on a prayforsophie hashtag, which seems to be the done thing nowadays on Twitter and, slightly pointlessly, on Facebook.

From there, Coulson accuses Heinz of inadvertently perpetuating tired stereotypes about parental roles.

…some 21st century fathers can competently change nappies, enjoy attending playgroups and, yes, many even feed their offspring. What a world we live in, Mr. Heinz!

He goes on to describe it as a “tiresome example of everyday sexism” and one that could easily have been avoided.

Couldn’t you have replaced ‘mum’ with ‘parent’ and avoided having to trawl through this slightly pompous, sarcasm-rich open letter?

wiblebible / Tumblr wiblebible / Tumblr / Tumblr

He ends his letter with this plea.

All I ask is that you think about what messages you release into the world. This is not “political correctness gone mad”, it’s about avoiding enforcing lazy gender stereotypes to children, meaning that they grow up free from the outdated conventions of 1970s sitcoms.

But also clarifies that he is not calling for a boycott.

It’s usually at this point in an open letter where someone will call for a boycott of the offending company’s products, but I really like your beans so I shan’t be doing that.

Good call, Jim.

Lidl beer is trying a little too hard with its beer spiel >

That ‘sexist’ McDonald’s ad has been removed from YouTube >