Breakfast cereal market 'changing'

Tony the Tiger, the character that advertised Frosties, has been around for more than 60 years but Kellogg's has not spent a penny on traditional advertising for the brand since 2010.

Paul Wheeler, corporate affairs director at Kellogg's, told Today business presenter Simon Jack that this is because of a ban on advertising directly to children.

"Over half of breakfasts in the UK are cereals, we feel good about that," he said.

First broadcast on BBC Radio 4's Today Programme, external on Tuesday 28 January 2013.