The Advertising Standards Authority has banned the Kellogg’s Frosties brand from using the slogan “train hard, eat right and earn your stripes” due to its high sugar content.

The agency considered that the slogan, used in a commercial, misleadingly implied through the statement “eat right”, that the product was healthy when its sugar content suggested otherwise.

The ASA discovered that a 30g bowl of Frosties with 125ml of milk contained more sugar than a jam doughnut or a flapjack, according to newspaper reports.