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The Drum

Kellogg's faces backlash for rebranding Frosties as a ploy to escape UK government's guidelines

Kellogg’s rebrand frosties as an adult serial leading to criticism

Kellogg's is facing criticism for rebranding Frosties as an adult cereal in a bid to escape the recent child obesity sugar rules rolled out by the UK government.

The government has issued guidelines which states that children aged between seven and 10 should eat no more than 24g of sugar per day. However, Kellogg's refused to decrease the sugar content and claimed that the brand's famous cartoon Tony the Tiger was an "adult cartoon" that appealed to millennials in their 20s and 30s.

Kellogg's already promised to reduce sugar content across Coco Pops, Rice Krispies and Rice Krispies Multi-Grain Shapes and has further scrapped its Ricicles product.

Jenny Rosborough, campaign manager at Action on Sugar told The 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've 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're selling and how they market them, particularly to children."

Kellogg’s recently apologized for racially insensitive Corn Pops artwork on boxes.