Pop, the cheeky little fella from the Rice Krispies adverts, has been mauled to death by Tony the Tiger following years of enforced vegetarianism.
Unconfirmed reports suggest that, after eating the clumsy cartoon elf, Tony was heard to roar "They're GREAAAAAAAT!" in defiance of his advertising success.
On becoming the symbol for Frosties cereal, Tony was put on a strict diet of frosted flakes, flying in the face of his natural diet. Cartoon animal experts believe that, by eating Pop, Tony is making the first steps towards cannibalism and should be watched very carefully.
Professor Mad Hair, cartoon dietician to the stars, said: "Sure, cartoon elf today. But where tomorrow? Foghorn Leghorn? The tiger from those Esso adverts from years back? You? Me? We should all fear. We should all fear now."
It is unknown how this controversy will affect sales of Rice Krispies or Frosties respectively. Early indications show, however, that sales of Frosties have dramatically risen since new boxes featuring exclusive pictures of the mauling were launched. It is also a possibility that this dramatic rise in sales is related to the new television advertising campaign of "Which one next: Snap or Crackle?". It is believed that Snap is marginally in the lead.