Kellogg’s in firing line after rebranding
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- Published: Monday, 11 December 2017 07:52
- Written by News Editor
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Kellogg’s has been accused of a “weaselly” attempt to get around child obesity sugar rules after rebranding Frosties as an adult cereal. From 2020, food brands targeting children with sugary products face being named and shamed by the Government if they fail to reduce the sugar content by 20 per cent.
But after a flopped trial of “reduced sugar” Frosties that contained 30 per cent less sugar, Kellogg’s confirmed that it will not make them less sugary. Ahead of the deadline, Kellogg’s has banned promotions on Frosties, including free toys inside packs, but will keep the Tony the Tiger mascot on ?the front of boxes for the foreseeable future.
Kellogg’s defended the decision, saying that Tony the Tiger, known for his catchphrase “they’re grrreat”, was an “adult cartoon” that appealed to people in their 20s and 30s and claiming that only one in five consumers of Frosties is a child, with the cereal primarily an adult food.
Tam Fry, spokesman at the National Obesity Forum, said: “Frosties is a Kellogg’s classic and they won’t want to do anything about that. At first glance, making them an adult cereal appears to be a way of getting around the regulations. It is a bit weaselly. But as long as they make generous concessions to health across the range, they should be allowed to keep their classic products. With Frosties if you get rid of the sugar, then you get rid of the product.”
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