Tony the Tiger, the cartoon character that has advertised Kellogg's Frosties cereal brand for decades, needs to cease all associations with boxes of sugary cereals, consumer group Which? will today argue in a new report.

Which? claims food groups are still using company-owned characters to promote sweet and salty foods, even though they have stopped using licensed characters such as DreamWorks's Shrek because of concerns that the marketing ploys encourage childhood obesity.