The Frosties and Coco Pops websites, featuring games and video downloads for children, were axed by the breakfast food giant last week.

The move comes after Britain's biggest food companies -- which also included McDonald's and Coca-Cola -- were accused of flouting child advertising regulations by using the internet to sell their products.

Consumer watchdog Which? claimed the industry was using "irresponsible" marketing gimmicks by offering prizes, like trips to Alton Towers, through their websites to target children.

Kellogg's say they are committed to "responsible" marketing and the decision to axe the websites was part of a "wider internal evaluation" of its marketing campaigns.

The company have replaced them with a new website providing nutritional information.

From the July 16, 2007, Prepared Foods e-Flash