Tony the tiger’s time may be up

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The future of Tony the tiger, the mascot for Kellogg’s Frosties, is in doubt as sales of the cereal continue to slump and as concerns for a healthier start to children’s day increase.

According to market analyst Nielsen, volume sales of Frosties fell 18.3 per cent, with sales down 6.6 per cent to £29 million.

The breakfast cereal, which has been known for its tiger mascot for 60 years, now faces an “uncertain future”, according to a new report. The tiger was created by an ad agency in 1952 following a competition to develop a mascot for the cereal.

Trade magazine the Grocer says Ofcom’s 2007 ban on advertising high fat, salt and sugar food and drink on children’s television was a big blow for a host of kids’ cereals.

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