FOOD giant KelloggÂ?s has been ordered to change the advertising for its top-selling Frosties breakfast cereal after the product was branded "high in sugar".
The Advertising Standards Authority (ASA) launched an investigation after a complaint about a football-themed commercial for Frosties that included the slogan "train hard, eat right and earn your stripes".
The watchdog studied information supplied by KelloggÂ?s and found that a 30g bowl of Frosties with 125ml of milk contained more sugar than a jam doughnut, a custard tart or a flapjack.
It ruled that the commercialÂ?s use of the claim "eat right" misleadingly implied the product was healthy when the sugar content - 12g per 30g serving - suggested otherwise.
KelloggÂ?s was told not to include the claim in future adverts for Frosties.
The complaint, from a member of the public, centred on a cinema commercial for Frosties that showed young boys dribbling a football through the streets of Rio de Janeiro. The animated character Tony the Tiger appears in the next scene carrying a packet of Frosties and says: "Not bad ... but we can do better than that." A voice-over then adds: "Train hard, eat right and earn your stripes."
KelloggÂ?s said the "train hard, eat right and earn you stripes" slogan was based on the rationale that "everyone could improve their sporting abilities through practising hard and eating a healthy, balanced diet".
It also pointed out that the worst option for children was to miss breakfast altogether.
The watchdog said KelloggÂ?s had shown other childrenÂ?s cereals were similarly high in sugar to Frosties. However, it ruled that the claim "eat right" in a commercial that depicted children playing football "implied the product was healthy".
KelloggÂ?s has since launched a reduced-sugar version of Frosties in response to "changing consumer tastes". The new product contains 7.5g of sugar per 30g serving.
The Advertising Standards Authority (ASA) launched an investigation after a complaint about a football-themed commercial for Frosties that included the slogan "train hard, eat right and earn your stripes".
The watchdog studied information supplied by KelloggÂ?s and found that a 30g bowl of Frosties with 125ml of milk contained more sugar than a jam doughnut, a custard tart or a flapjack.
It ruled that the commercialÂ?s use of the claim "eat right" misleadingly implied the product was healthy when the sugar content - 12g per 30g serving - suggested otherwise.
KelloggÂ?s was told not to include the claim in future adverts for Frosties.
The complaint, from a member of the public, centred on a cinema commercial for Frosties that showed young boys dribbling a football through the streets of Rio de Janeiro. The animated character Tony the Tiger appears in the next scene carrying a packet of Frosties and says: "Not bad ... but we can do better than that." A voice-over then adds: "Train hard, eat right and earn your stripes."
KelloggÂ?s said the "train hard, eat right and earn you stripes" slogan was based on the rationale that "everyone could improve their sporting abilities through practising hard and eating a healthy, balanced diet".
It also pointed out that the worst option for children was to miss breakfast altogether.
The watchdog said KelloggÂ?s had shown other childrenÂ?s cereals were similarly high in sugar to Frosties. However, it ruled that the claim "eat right" in a commercial that depicted children playing football "implied the product was healthy".
KelloggÂ?s has since launched a reduced-sugar version of Frosties in response to "changing consumer tastes". The new product contains 7.5g of sugar per 30g serving.
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Chris Schuepp
Young People's Media Network
Coordinator
Young People's Media Network
Coordinator
c/o ecmc
European Centre for Media Competence
Bergstrasse 8
D-45770 Marl
Germany
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Mobile: +49 176 23107083
Fax: +49 12 125 125 21981
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
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