Kellogg's has been accused of a "weasly" attempt to get around child obesity sugar rules after re-branding 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 trial of "reduced sugar" Frosties that contain 30 per cent less sugar flopped, Kellogg's confirmed that it will not reduce the sugar content.
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 forseeable future.
Kellogg's defended the decision and claimed that Tony the Tiger was an "adult cartoon" that appealed to Millennials in their 20s and 30s.
Just one in five consumers who eats Frosties is a child, with the cereal now a primarily adult food, it said.
Official data shows the UK population is made up of roughly five times as many adults as children.
one_here on November 30th, 2017 at 14:36 UTC »
Why not just do a flat tax on grams sugar per gram of cereal, for all cereals? Adults aren't immune to the effects of sugar either.
CoolLordL21 on November 30th, 2017 at 14:36 UTC »
I remember when this cereal was advertised during Saturday morning cartoons. That was awhile ago, but if bet it still is. I'm too old to get up that early on a Saturday to confirm.
boondoggie42 on November 30th, 2017 at 14:17 UTC »
Huh. TIL Frosted Flakes are called Frosties outside the US. edit: and outside Canada.