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Kellogg's Tony the Tiger

Kellogg’s insist there is ‘no plans’ to axe Tony the Tiger

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By Ishbel Macleod, PR and social media consultant

January 28, 2013 | 2 min read

Following rumours about the axing of popular cereal brand Frosties, and mascot Tony the Tiger, Kellogg’s has insisted there is ‘no plans to get rid of Frosties or Tony the Tiger.’

Tony the Tiger celebrated his 60th birthday last year with a Twitter interview, in which he told The Drum “I have no plans to retire. I’m still a young cub at heart and there’s plenty of life in this old tiger yet!”

A media statement from Kellogg’s backed up the cereal star, stating: “The brand is still very much a part of Kellogg’s and its heritage and has a core loyal fan base.

Touching on the claims in The Grocer that the brand ‘hasn't invested a penny’ in traditional advertising for at least two years, Kellogg’s said: “Times and trends change and the reality is Frosties is no longer a big brand for us which is why we don’t support it as much as we have in the past. We are focussing on brands which are in line with what consumers want at the moment (taste and health) such as All Bran, Special K and better for you kids’ cereals.”

Kellogg's Tony the Tiger

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