Tony the Tiger could be out of a job (Picture: Reuters)

Tony the Tiger’s TV career looks to be over after he fell victim to the war on obesity.

The face and voice of Frosties will not be returning to screens – even though consumers clearly need reminding of his ‘they’re grrreat’ catchphrase.

Sales of the children’s cereal have plummeted. But maker Kellogg’s is reluctant to spend money on persuading people to eat a product which is 37 per cent sugar.

Frosties came out worst in Which? tests exposing sweetened cereals. Shadow health secretary Andy Burnham has said politicians should consider banning it to stop children getting fat.


‘Tony the Tiger has not been feeling too grrreat of late,’ said trade magazine The Grocer. ‘He is facing an uncertain future as Kellogg’s weighs up options including cutting sugar.’



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

Tony, who celebrated his 60th birthday last year, has been off-air since 2010. Frosties fell foul of a 2007 ban on promoting high sugar foods in ad breaks during children’s TV programmes – but could still be advertised at other times. Half the people who eat it are adult men.

Kellogg’s said it was ‘not linking’ the drop in sales with advertising, citing ‘changes in trends’ as shoppers seek healthy options.

Marketing director Pete Harrison said: ‘Because of concerns voiced in public affairs we have not supported Frosties as much as we have historically. We did introduce a reduced sugar alternative but that was not successful.’