Kellogg’s UK prompts anger by branding Frosties an adult cereal

Kellogg’s UK has been accused of attempting to get around child obesity sugar rules after branding Frosties, whose mascot is a cartoon tiger, as an adult cereal.

The cereal company has revealed plans to reduce sugar across three of its children’s cereals – Coco Pops, Rice Krispies and Rice Krispies Multi-Grain Shapes – and to scrap its Ricicles product.

Frosties will no longer feature any children’s on-pack promotions in recognition that the cereal tends to be eaten by more adults than children, according to Kellogg’s.

The company will also make changes to other major brands. Sugar will be reduced by 40% in Coco Pops, by 20% in Rice Krispies and by 30% in Rice Krispies Multi-Grain Shapes. The change will be implemented without using artificial sweeteners.

The company has also pledged to reduce salt in Rice Krispies by 10% and in Rice Krispies Multi-Grain Shapes by 50%, and to remove all artificial preservatives.

It will also launch a new range of “plant-based” cereals called WK Kellogg, with no added sugar, low sugar, organic and vegan options.

Oli Morton, the Kellogg’s UK managing director, said: “We recognise, based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day and that people need more options, such as organic and vegan.”

But there was some scepticism about the claim that Frosties – with a cartoon mascot called Tony the Tiger whose motto is “They’re grrreat!” – were not aimed at children. Jenny Rosborough, a campaign manager at Action on Sugar, told the Daily Telegraph: “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.

“However, we are encouraged by Kellogg’s overall sugar reduction plans and the recent changes they have made and would now like to see this ambition rolled out across their whole portfolio of cereals. It is crucial that manufacturers take responsibility for the nutritional quality of cereals they are selling and how they market them, particularly to children.”