Tony the Tiger might be a kid-friendly character, but Kellogg's says that the famous frosted cereal in the blue box is geared toward adults amid tightening regulations on sugar content in children's cereals.
Some people are crying foul at the move, calling it a sneaky way to avoid new requirements that would force children's cereal to keep their sugar content below a certain level, notes The Telegraph.
In this case, the sweet corn flakes would need to reduce sugar content by 20 percent in order to fall in line.
"It is a bit weasley," said National Obesity Forum spokesman Tam Fry, who said that "at first glance," calling the cereal an adult food "appears to be a way of getting round the regulations," according to The Telegraph. "But as long as they make the generous concessions to health across the range they should be allowed to keep their classic products. With Frosties if you get rid of the sugar, then you get rid of the product."
Kellogg's stood by their decision, calling Tony the Tiger an "adult cartoon" geared toward Millennials who grew up eating the sugary treat.
The company intends to keep Tony the Tiger on the front of their box, but they will no longer include child-enticing promotions like free toys inside.
The changes apply specifically to Frosties in the UK. The American version, Frosted Flakes, contain 10 grams of sugar per three-quarters of a cup serving, according to Kellogg's official website.
The Telegraph notes that four out of five Brits who eat Frosties are adults.
"I am not convinced that Tony the Tiger doesn't appeal to children," Jenny Rosborough, campaign manager at Action on Sugar, said. "Frosties is a very popular cereal, and while Kellogg's claims it is now not aiming it at children, children will still eat it.
"However we are encouraged by Kellogg's overall sugar reduction plans and the recent changes they've made and would now like to see this ambition rolled out across their whole portfolio of cereals," she added. "It is crucial that manufacturers take responsibility for the nutritional quality of cereals they're selling and how they market them, particularly to children."
The cereal company also plans to lower the sugar count in Coco Pops, Rice Krispies, and Rice Krispies Multi-Grain Shapes, while they are discontinuing the ever-popular Ricicles instead of changing the formula.
They previously conducted a trial in which they reduced the sugar count of Frosties by 30 percent, but the new formula reportedly did not receive favorable reviews.