PepsiCo has scrapped cartoon adverts for Pepsi Max, deemed insensitive for showing a calorie attempting to commit suicide.

The adverts, which depicted "one very lonely calorie" attempting various methods of suicide, including tying itself to a bomb, will not be used again, a PepsiCo spokesperson confirmed to just-drinks today (5 December).

Pepsi Max, which is sugar free, used the advert in a German magazine.

The PepsiCo spokesperson said: "These illustrations appeared in one issue of one publication in one country. We agree they are totally inappropriate and they will not run again."

The adverts have since been posted onto internet forums, however. As well as using a bomb, the calorie is shown shooting itself and trying to kill itself with a bucket of acid.