Help Kids Be Their Best

We are passionate about helping millions of kids be their best through sports, play and learning. By continuing our initiatives and partnerships, we strive to find more moments that can transform a child’s every day. We partner closely with organizations that share our goals because this mission is bigger than just us, and we champion these everyday moments through our brands and characters. Programs like Mission Tiger™ and Feeding Reading® give us a roadmap for how to connect the foods we make to the experiences that spark happiness and confidence for kids – and it’s just the start.

decorative drops  Help Kids Be Their Best

Mission Tiger

Mission Tiger partnered with Meijer to help kids in Michigan

Since 2019, Tony the Tiger® and Kellogg’s Frosted Flakes® have embarked on a mission to give more kids access to the benefits of sports with the launch of Mission Tiger, an initiative to help save middle schools sports. 

Today, we have reached almost 2 million kids to date, in over 3,000 schools*.

We are focused on helping 2.5 million kids have access to Middle school sports by 2025.

*For more information, visit


Feeding Reading

For the past several years we have partnered with Feeding Reading to help more kids have books. Consumers can receive a FREE Penguin Random House Book with Purchase of any Participating Product.