Kellogg's Frosted Flakes' '90s jingle gets hip-hop remix

After cheering teens on for generations with breakfast pep talks, Tony the Tiger has found a new hype partner: hip hop artist J.I.D.

In Kellogg's Frosted Flakes' latest collab, the duo has teamed up to reimagine the brand's iconic '90s jungle into a full-on cultural anthem titled HEY TONY!. The collab aims to inspire today's teens to "flex their inner tiger". 

The new full-length track brings a fresh, modern sound to the beloved jingle, blending J.I.D's signature rhythmic flow with original verses that reflect the familiar, motivating energy of Tony the Tiger and uplifting mood boost of Kellogg's Frosted Flakes cereal. In addition, J.I.D's style of affirmational hip hop mirrors the brand's core beliefs of confidence, optimism and reaching one's potential.

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The collab goes beyond music and features a limited-edition Kellogg's Frosted Flakes, Tony the Tiger and J.I.D "Day ones" merch. The merch line includes a jersey, a t-shirt and a collectible cereal box. The cereal box puts J.I.D front and centre, complete with a custom illustration, a Spotify QR code for the track and a crossword puzzle. 

The new track debuted at the Kellogg's Frosted Flakes "Day Ones" bowl game on 22 February. The showcase featured a marching band and an exclusive half-time performance. Participating teams received a donation from Kellogg's Frosted Flakes for new equipment and improving facilities. Athletes also received the limited-edition merchandise. 

"Kellogg's Frosted Flakes and Tony the Tiger have always stood for encouragement and belief," said Laura Newman, vice president of brand marketing at WK Kellogg Co. "Hip Hop is a culture built on that same energy, so teaming up with J.I.D. was a natural connection for us to bring back 'Hey Tony' in a way that honors helping to bring out your greatness for a new generation." 

The latest collaboration builds on Kellogg’s broader efforts to refresh Frosted Flakes for younger audiences in recent years. In 2023, the brand partnered creative agency Leo Burnett to rework its long-running “They’re Grrreat!” slogan through the tongue-in-cheek “They’re That Gr-r-reat!” campaign.

The initiative leaned into internet culture, featuring memes, gifs and social-first videos that placed Tony the Tiger in relatable online scenarios, including a parody of the viral “This is fine” meme. At the time, the campaign aimed to re-engage a new generation of consumers by redefining what it means to be “great” in a modern context.

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