Tony the Tiger bows out as Kellogg’s tailors Variety Packs - targeted at kids - to be HFSS-compliant

21-Mar-2023 - Last updated on 21-Mar-2023 at 11:14 GMT

Tony the Tiger - the iconic mascot of Kellogg's Frosties cereal - is taking a backseat as the cereal giant makes Variety Packs HFSS-compliant. Pic: Kellogg's

Frosties’ frontman Tony the Tiger is stepping back from the breakfast cereal giant’s mini multipacks will be replaced with more boxes of Coco Pops and Corn Flakes, deemed to be healthier options.

Kellogg’s UK has confirmed it has removed the boxes of Frosties from its Variety Packs due to the cereal’s sugar content.

Frosties contains 37g of sugar per 100g – purportedly twice the sugar in Coco Pops and four times more than in Corn Flakes and Rice Krispies.

Kellogg’s said the censorship is part of its commitment to help consumers make healthier choices. The removal of Frosties also means the Variety Packs avoid the HFSS stamp.

The High in Fat, Sugar or Salt (HFFSS) regulations were geared into action in October 2021 by the UK government in a bid to tackle the rising obesity pandemic, especially among children.

The HFSS-compliant nature of the new packs means they can command prime shelf space in supermarkets.

Adapting to the needs of shoppers

The bargain Variety Pack was designed to make breakfast time more fun for kids, while being convenient for time-poor parents.

“Our Variety Pack was first introduced in 1958 and since then, we’ve continued to adapt it to meet the needs of our shoppers,” said a Kellogg’s spokesperson.

“We are committed to helping people make healthier choices in the morning, which is why we made the decision to remove Frosties from our Variety Packs.

“You’ll now be able to find Coco Pops, Rice Krispies, Corn Flakes and Rice Krispies Multigrain Shapes in each pack – all of which are non-HFSS cereals.’’