Production of candy shaped like roadkill has come to a screeching halt at a major U.S.. food company.

Kraft Foods said its decision to cease production was the result of an outcry by New Jersey animal rights activists who said the candy encouraged children to be cruel to animals.

"We take comments from our consumers really seriously, and in hindsight, we understand that this product could be misunderstood," said Kraft spokesman Larry Baumann.

Kraft planned to stop production as soon as possible and then sell off remaining inventory, Baumann said.

The fruity-flavored Trolli Road Kill Gummi Candy -- shaped like flattened snakes, chickens and squirrels, complete with tire treads -- hit store shelves across the U.S. last year and was supposed to be another offbeat and unusual addition to Kraft's Gummi candy line.

However, the non-profit New Jersey Society for the Prevention of Cruelty to Animals thought differently. It threatened petition drives, boycotts and letter-writing campaigns prior to the decision to remove the items.