KIT Kat manufacturer Nestl has defended its reputation after actor Ricky Tomlinson refused to appear in an advert for the York-made bar on moral grounds.
The star, who plays Jim Royle in hit BBC comedy The Royle Family, is said to have rejected a large cash offer from the company, whose Nestl Rowntree division employs thousands of people in the city.
It is reported that Mr Tomlinson refused the deal because of his fears over the way the company markets its powdered baby milk in the developing world.
Mr Tomlinson is reported to have said: "Until they sort out this baby milk problem, I won't do anything for them."
However, the company has responded by stating that the accusations are years out of date.
The row stems from concerns about the health implications for infants in the developing world with a decline in breast-feeding caused by an increase in the use of baby milk powder.
A spokesman for Nestl said: "Ricky Tomlinson was one of a number of celebrities we approached for the Kit Kat celebrity TV ad, which was first aired in April.
"He declined to take part. We were disappointed, but he is entitled to his opinion.
"We do market our infant formula product responsibly, in line with The World Health Organisation's Code of Marketing.
"Many of the allegations made about our behaviour in the developing world are years out of date, and have long since been rectified." The advert showed how major British celebrities could use the Kit Kat to help them "have a break".
Manchester United's bad-boy footballer, Roy Keane, was shown doing some sewing; Doctor Who's enemies, the Daleks, were seen spreading peace and love; and comedian Bernard Manning was shown saying nice things about his mother-in-law.
What unusual activity Mr Tomlinson was asked to consider doing is not known.
Mr Tomlinson is currently appearing on the big screen in the British film, Mike Bassett: England Manager, in which he plays a gruff footballing die-hard who finds himself lumbered with the game's top job.
Updated: 11:10 Friday, September 28, 2001
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