Tony the Tiger is under attack, the victim of a climate favouring healthy cereals that are better equipped to weather the storm raging over the obesity crisis. Matters are so grave that unless basic changes to Kellogg's Frosties brand are made soon, Tony could become an endangered species.
Frosties has been hit hard by consumer awareness of the importance of a healthier lifestyle, coupled with high-profile criticism of high-sugar, high-fat foods from sources such as MP Debra Shipley and the Consumers' Association. The latter singled out the brand as 'one of the worst offenders' in its report on cereal, which was published in March.
Other Kellogg's brands have capitalised on the desire to eat more healthily. Special K, which is aimed at dieters, has posted an increase in value sales of 30% over the past year, according to TNS. By the same token, it is hardly surprising that the unashamedly less healthy Frosties has underperformed, with a year-on-year drop in value sales of 13%.
Kellogg recently introduced a reduced-sugar Frosties variant, but anti-obesity lobbyists have slammed the product for its increased levels of salt. The fact that it still contains 25% sugar has provided another angle of attack, especially since the Food Standards Agency has described sugar levels above 10% as 'a lot'.
As part of its 'calories in, calories out' strategy, designed to encourage an active lifestyle, Kellogg's most recent strapline for Frosties is 'Train hard, eat right, earn your stripes', with Tony the Tiger cast in the role of a personal trainer. But can a sugar-frosted cereal credibly promote a healthy lifestyle? We asked Praveen Vijh, founder of cereal-bar brand Eat Natural, and Annabelle Watson, board account planner at Abbott Mead Vickers BBDO, who works on Walkers, Pepsi and Quaker.
VITAL SIGNS - Bestselling cereal brands
Rank Brand Value (pounds m) Yr/yr % change
1 Weetabix 65-70 6
2 Kellogg's Corn Flakes 65-70 -2
3 Kellogg's Crunchy Nut 45-50 23
4 Kellogg's Rice Krispies 30-35 7
5 Kellogg's Frosties 30-35 -13
6 Nestle Shredded Wheat 30-35 9
7 Kellogg's Special K 30-35 30
8 Nestle Shreddies 25-30 2
9 Kellogg's Coco Pops 25-30 -6
10 Quaker Sugar Puffs 25-30 -8
Source: TNS Superpanel, Marketing's Biggest Brands Data covers year to
20 June 2004
DIAGNOSIS 1 - ANNABELLE WATSON BOARD ACCOUNT PLANNER, ABBOTT MEAD VICKERS BBDO
The children's pre-sweetened breakfast cereal category is in decline. This has been accelerated by growing concerns about obesity and the contribution of 'cereal offenders' such as Frosties to our youngsters' expanding waistlines.
Kellogg has responded by introducing reduced-sugar Frosties, but the product has received a lukewarm response from health lobbyists. Although it contains a third less sugar than standard Frosties, it is still a 'high-sugar product' by Food Standards Agency measurements.
Sadly for food manufacturers, when it comes to reformulation, it is often a case of 'damned if you do, damned if you don't'. This is unhelpful. Reductions in sugar, fat and salt have to be gradual in order to be tempered with taste.
The lower-sugar offering could be welcomed as a healthier option by mums struggling to get their kids to eat anything other than sweetened cereals.
The other challenge for Frosties is that 50-year-old Tony the Tiger may have to be axed under Ofcom rules banning the use of cartoon characters in 'unhealthy' food advertising to children.
REMEDY
- Actively promote reduced-sugar Frosties. It is a step in the right direction, offering consumers choice.
- Use the launch to broaden Frosties' communications to mums and kids.
- Consider a gradual reduction in the sugar content of original Frosties.
- Continue to exploit Tony the Tiger as a force for good in the fight against obesity. Perhaps he could offer pedometers in- or on-pack as part of the 'earn your stripes' campaign.
DIAGNOSIS 2 - PRAVEEN VIJH FOUNDER, EAT NATURAL
I am sure Kellogg has already explored every avenue to build on the heritage of Tony the Tiger, a character who has become an icon in his own right.
The company has already made great strides in becoming more open with its products, devoting significant on-pack space to nutritional information and encouraging us to be more active.
When I was at university, Frosties was a key item in most students' food cupboards as a convenient, healthy food offering a balanced meal with energy and natural ingredients.
I wonder whether the introduction of a low-sugar variant is just a reaction to the health lobby that only serves to focus attention on the key ingredient that makes a Frostie a Frostie.
As an innovative brand, Frosties could become more radical in its quest for long-term growth. To set it apart from own-label alternatives, perhaps it could introduce freeze-dried fruit to demonstrate that Frosties is actively good for you. Concentrating on natural, high-quality ingredients may also ease mums' fears over sugar levels.
REMEDY
- Reinvent what Frosties means in light of consumer and health trends.
- Focus on health benefits - not sugar - accentuate the positive and create variants that emphasise 'natural'.
- Find unexpected ways of communicating with consumers, other than advertising. Be risky and engaging.
- Become more relevant to the British. A lingering 'American-ness' could be part of the problem, embodying the corporate and unhealthy.