Like many food manufacturers in the UK, Kellogg is being forced by a combination of consumer pressure and government measures to reduce the amount of sugar and salt in its products. Kellogg is most associated with breakfast cereal which are subject to special measures to try to reduce childhood obesity.
Kellogg have a tendency to take their standard plain product and coat them in sugar “frosting” or other things as a marketing exercise. To avoid being “named and shamed”, Kellogg have decided to stop selling Ricicles (sold in the US as Frosted Rice Krispies). The version with chocolate flavor coating, “Coco Pops” AKA Choco Krispies will survive with a 40% sugar reduction.
Originally introduced to the USA as “Sugar Frosted Flakes”, Frosted Flakes are marketed as “Frosties” in the UK, also using “Tony the Tiger” whose message now appears to be “Theyrrrrr .. for adults only”. The clue to their dilema is in the original name — they are literally sugar coated corn flakes.
From 2020 food brands targeting children with sugary products face being named and shamed by the Government if they fail to reduce the sugar content by 20 per cent.
But after a trial of "reduced sugar" Frosties that contain 30 per cent less sugar flopped, Kellogg's confirmed that it will not reduce the sugar content.
Ahead of the deadline Kellogg's has banned promotions on Frosties, including free toys inside packs, but will keep the Tony the Tiger mascot on the front of boxes for the forseeable future.
Kellogg's defended the decision and claimed that Tony the Tiger was an "adult cartoon" that appealed to Millennials in their 20s and 30s.
Which begs the questions — will Brits have to show ID to prove they are at least in their 20s in order to purchase these cereals? Will there be a special aisle in the stores for “adult cereals”? (Tesco, a major supermarket chain, has “healthy cereal” aisles separate from the “cereals” aisle. They stuff these shelves with high sugar granola bar type products but plain porridge oats [oatmeal is in the “not healthy” aisle!)
This clever marketing and cost saving measure — they will not need to buy in that plastic tat and have a machine on the packing line to put them in the boxes — may backfire. Daisy Buchanan in the Guardian has another explanation for the demise of Ricicles; “I’m not sure I could name anyone who has bought a full-size box of Ricicles since 1992.” She also doubts if the “millenials” excuse is viable.
I’ve always believed cereal to be the staple of the Gen Xer. The most prolific cultural cereal eater I can think of is Jerry Seinfeld who, in his eponymous sitcom, kept an array of cereals on his kitchen shelf, and tucked into them at all times of day. He even ordered cereal as an entree when he ate at Monk’s, the diner he frequented. Cereal seemed to be the signature meal of the proud slacker, and its demise makes me wonder whether most millennials are a bit too earnest and sensible to really enjoy it.
While the research might claim that we’re too lazy to do our own washing up, my Instagram feed is packed with elaborate millennial meals. We’re smoking our own tofu and crafting carbs from kale. We eschew dairy for cashews. Admittedly, we might be our own worst enemies when it comes to the ratio of deliciousness to effort expended, but when we’ve spent a whole day slogging our guts out milking nuts, we’re not likely to tip the results over a bowl of Sugar Puffs, no matter how moreish they might be.
The trendy it seems want to knit their own muesli, despite the dishes. Kellogg are also a bit late in the day, another company has already used Frosted Flakes for an adult product.
Alright, Millennials. We'll let you have your novelty cereal-flavoured craft beer. Just keep in mind the sage words of Mark from Peep Show: "Frosties are just Cornflakes for people who can't face reality."