Tony the tiger’s time may be up

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.