A parent has complained to the advertising standards agency, claiming that Aldi's Christmas launch advert, which sees Kevin the Carrot dicing with death, is too traumatic for children to watch.
Earlier this week Aldi released its festive In the clip, Kevin drives the truck through a snowy forest and past homes with smiling children in them until a huge block of snows fall into his path.
The truck swerves and is left hanging off the edge of a cliff as Kevin sits behind the wheel before the advert comes to a close, leaving Kevin's fate hanging in the balance.
And now Aldi has been forced to reassure fans that Kevin's character will continue its adventures, after several parents voiced their concern in an official complaint.
A parent has complained to the advertising standards agency, claiming that Aldi's Christmas launch advert, which sees Kevin the Carrot dicing with death, is too traumatic for children to watch
Suzanne Coulter, 55, of Bradford, told
she was with her two young children when they watched it, adding: 'They saw it was Kevin driving, who they love, and were excited.
'But there is a major road accident and the truck is hanging over a cliff. They thought Kevin has died and were distraught.
'It's upsetting for their little minds', she added of the advert.
A spokesman for the ASA told the paper they were assessing the complaints.
Meanwhile Aldi told Femail: 'We've been overwhelmed with the wonderful response to our Kevin the Carrot ad so far and we're rooting for him too. Hopefully now, with the next instalment of our Christmas ad, fans will feel reassured that Kevin's dicey adventures will continue all the way to Christmas'.
Suzanne Coulter, 55, of Bradford, told The Sun she was with her two young children when they watched it, adding: 'It's upsetting for baudasdicas their little minds'
MailOnline has contacted Aldi for further comment.
The advert caused controversy this week, when viewers claimed it was a rip off of Coca Cola's famous ad, while Aldi explained it was a 'spoof'.