PORTLAND, Ore. — Cereal and snack maker Kellogg Co. said it won't renew its sponsorhip contract with Olympic swimmer Michael Phelps because of a photo that showed him inhaling from a marijuana pipe.

The Battle Creek, Mich.-based company said Thursday that Phelps's behavior — caught on camera and published Sunday in a British tabloid — is "not consistent with the image of Kellogg."

The company put Phelps on boxes of its Frosted Flakes and Corn Flakes.

Phelps has kept the backing of many sponsors since the photo surfaced from a November house party at the University of South Carolina.

Phelps's agent was not immediately available to comment.

Kellogg says its contract with Phelps expires at the end of the month.