Falling sales in the UK, and growing parental concerns fortheir children's nutrition have put the future of Tony the Tiger, the long-running mascot for Kellogg's Frosties in doubt.
According to market analysis firm Nielsen, Frosties' sales volume plummeted 18.3 per cent with value sales down 6.6 per cent to £29 million.
A recent report says the breakfast cereal, which has been associated with its tiger mascot for 60 years, now faced an 'uncertain future.'
The sweet breakfast cereal does not go well with the government policy to cut sugary foods from children's diets as obesity among youngsters has become a rising phenomenon.
Tony the Tiger and his 'They're Grrreat' growl have been closely associated with Frosties for several generations following the creation of the mascot by an ad agency in 1952 in a competition.
However, according to trade magazine The Grocer 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 including Frosties and meant that Tony was not set to return to TV any time soon.