Kellogg’s claims sugary Frosties cereal are for adults

Kellogg’s has been ridiculed for branding sugary Frosties an adult’s breakfast cereal after reducing sugar across its children’s breakfast range.

The company was branded ‘weaselly’ and accused of trying to get around the Government’s childhood obesity guidelines that calls for the food industry to reduce sugar content by 20 per cent by 2020.

Kellogg’s has decided not to reduce sugar in Frosties, but has instead said it will no longer run any children’s promotions on packets as it claimed that it is eaten by ‘more adults than children’ in the UK.

However a cartoon of cuddly Tony the Tiger – the cereal’s mascot, whose catchphrase is ‘They’re grrrreat!’ – will remain on the front of the packet. 

Kellogg’s is rebranding Frosties as an ‘adult’ cereal and will not be reducing sugar from packets after a trial run went down badly with customers

It follows a failed attempt by Kellogg’s to reduce the sugar in Frosties – which contains 37g of sugar per 100g – by 30 per cent, which didn’t go well with customers.

Kellogg’s has defended the decision not to reduce sugar, claiming ‘Tony the Tiger’ is an ‘adult cartoon’ that appeals to adults in their 20s and 30s, according to The Telegraph.   

But Tam Fry, of the National Obesity Forum, said: ‘At first glance making them an adult cereal appears to be a way of getting round the regulations.  It is a bit weaselly.

He added: ‘If you get rid of the sugar, you get rid of the product.’ 

Frosties contains 37g of sugar per 100g, making it highly sugary but Kellogg's is not reducing its sugar content as part of its health drive

Frosties contains 37g of sugar per 100g, making it highly sugary but Kellogg’s is not reducing its sugar content as part of its health drive

Jenny Rosborough, campaign manager of Action on Sugar, added: ‘I am not convinced that Tony the Tiger doesn’t appeal to children. 

‘Frosties is a very popular cereal, and while Kellogg’s claims it is now not aiming it at children, children will still eat it.’

Kellogg’s is reducing sugar in its other cereals, including popular Coco Pops by 40 per cent.

Sugar in Rice Krispies will also be reduced by 20 per cent, and Rice Krispies Multi-Grain Shapes will decrease in sugar by 30 per cent.

There was also fury yesterday after Kellogg’s announced it would be axing Ricicles. 

The sugar-coated rice puff cereal Ricicles – which has 34g of sugar per 100g – will be pulled from supermarket shelves from January.



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