It’s exactly one year since the government banned all brand mascots from appearing on the packaging of sugary breakfast cereals marketed at children. The ban also covered advertising, ensuring that iconic characters like Tony the Tiger and the Honey-Monster – beloved of the breakfast table for decades – would never be seen by children again, except maybe in old photographs or on-line shrines.

While it could be – and frequently is – argued that the ban was good for the hearts and waistlines of our nation’s children, it had an undeniably devastating economic and psycho-social impact on the brand mascot community, many of whom have struggled to pick up the pieces of their lives and careers.

Tony the Tiger – real name Cecil T. Entwistle – is perhaps the most vocal member of the ‘Breakfast Club’. I met him at a Soho bar at 11 o’clock in the morning to discuss how he’d coped since the ban. He was already drunk. Truth be told, he’s drunk a lot these days – just pick up any copy of The Sun or Heat magazine to see the proof of that – but this time he had perhaps some small justification for his behaviour: he’d just settled his fifth divorce.

“Do you want to know what’s Frostie?” he asked with a caustic grin. “That bitch’s mother. Good fucking riddance to both of them.” He downed a gin & tonic. “I hear she’s fucking the Coco Pops’ monkey now…” This seemed to amuse him greatly, and he started singing his old rival’s TV ad jingle: “I guess she’d rather have a blow of Coco’s cock.”

He gave a sad little laugh, picked up another G&T, swirled it around, and then downed it, too. “You can BET that little fucker turns the milk chocolatey.”

He downed another. Then another. Then another, before spinning down memory lane like a tornado.

“See, I had it all, man. Money, power, pussy on tap – I’m talking primo, free-range jungle pussy: lions, tigers, bears, Dorothy, the little dog… you name it. I had a platinum litter box, Versace tail-caps, balls of wool as big as buses, open-top fish tanks with genetically-modified basking sharks in them – man, they were fucking delicious. I could scratch where I liked, piss where I liked, lick my own balls whenever I liked – and, boy, do I like doing that. Man, it was grrrrrrrr…”

With a sudden and terrifying ferocity he threw a glass across the room, shattering it against a wall. “I can’t even say my own CATCHPHRASE any more, can you believe this shit? Covert advertising!! Covert advertising my hairy orange arse!”

Tony brought a clenched paw down hard on the table. “They take my face off the fucking boxes, and GUESS WHAT? The kids are STILL fat cunts!”

Tony Tiger was probably the worst hit financially and professionally by the ban. A matter of hours after the ‘Tigers and Monkeys on Boxes and That’ 2018 Act came into force, Tony gave a heated interview to the BBC, at the climax of which he asked: “What am I going to do now? Work in a fucking bank?”

He now works in a bank.

Or rather he did. Later on the day of our interview I learned that he’d been fired from his position as clerk for stealing stationery, and eating his line manager. He’s now waiting to hear if he’s been accepted for the next series of Big Brother.

By mid-afternoon on the day of our interview Tony was alternating between sobbing into his hands, and ranting that Jamie Oliver was a Jewish conspiracy. As I walked through the door of the pub into the daylight beyond I left him with a karaoke mic gripped in his paw, shouting ‘GGGGGGGRRRRRREEEEEEEAAAAAAAAATTTTTTT!’ into it over and over again as the words to ‘Sweet Caroline’ flashed up on a giant screen behind him.

I pity him. But his lot is a pleasant one compared to those of some of his contemporaries.

Of all the ‘Breakfast Club’ mascots, Honey Monster was the one who seemed to accept the end of his career with the most grace and the least rancour. He had options. For a time afterwards he worked as Boris Johnson’s body-double, but was fired for being too competent and handsome. He also enjoyed critical and commercial success with his autobiography, ‘Would Still Taste as Sweet’, becoming a darling of the talk-show circuit. He dated both the Nesquik Bunny and Count Chocula, releasing hit singles with both of them. No matter what he turned his hand to, his intelligence, wit and playfulness shone through. Perhaps as a consequence, no-one realised just how lost and shattered the Honey Monster was at his core, and by the time they did it was too late: not just for Honey Monster, but for his victims, too.

In January last year he suffered a psychotic break while at a reunion party. During a ten minute rampage he snapped the necks of Snap and Pop, eviscerated the Lucky Charms’ leprechaun, and battered the Milky Bar Kid to death. When police arrived at the scene they found Honey Monster sitting calmly in an armchair drenched in blood. When asked to explain what had happened, he just shrugged and said: “The Milky Bar Kid is on me.”

When detectives investigated Honey Monster’s house they found over 20,000 pictures and photographs of Jamie Oliver, all with the eyes cut out. Well-known celebrity psychiatrist Professor Weeto appeared as a defence witness at the trial. He said that in his professional opinion, each of Honey’s victims had been a proxy for Jamie Oliver – the moon-faced chef who’d been instrumental in bringing the era of the brand mascots to an ignominious end. Weeto then appealed to the jury to acquit the Honey Monster on the grounds that Jamie Oliver ‘was a total fucking arse-piece.’

They didn’t listen. Weeto later said: “It’s hard to convince people a defendant isn’t a monster when his name literally has ‘Monster’ in it.”

Could Hioney Monster be described as a ‘cereal killer’? I asked him.

“Fuck off,” he replied.

Honey Monster was sentenced to life imprisonment in HMP Glen Michael, where he now spends his days in an underground isolation cell behind an impenetrable Plexiglas wall, reading, thinking and shitting in a bucket. When I met him he was in a characteristically loquacious mood.

“Sugar has become emblematic of the struggle against freedom,” he began. “That sweet, refined nectar is nothing less than a stand-in for our souls. If we lose our right to imbibe sweetness and to impart it to others, then we lose ourselves. We lose control. We, the cereal mascots, were painted as harbingers of corruption, enemies of youth, monsters, and we were summarily executed for our crimes by that taste-bud tyrant who sits upon his throne in the hypocritical heaven of his rich man’s paradise. I used to be so angry about what he did, but thankfully I’m at peace with it now.”

The person you described there, I asked. Do you mean Jamie Oliver?

The Honey Monster reached inside his pants, shat violently on his hands and clapped twelve times, sending foul fireworks of faeces shooting into the air, into his mouth and everything. He rubbed some of the slimy brown mixture into his eyes, before nodding calmly.

“That’s the fella, yeah.”

I wanted to ask Jamie Oliver if he felt responsible for what had happened to the mascots. We met on the top floor of his ivory tower, in a room shaped like a giant quinoa and spinach patty. Dark storm clouds pushed against the curvature of the window. Now and then a flickering tongue of lightning would pierce the gloom, lighting up the clouds like electrocuted jellyfish.

Oliver stood with his arms folded against his chest, a cloak of organically-sourced hemp billowing around his body thanks to the air blasting up through powerful jets he’d had installed around the room for that express purpose. No small wonder that Jamie Oliver has won the prestigious ‘Most Pretentious Cunt in the World’ award six-years-running.

“Do I feel… responsible?” he asked himself, re-positioning himself as the interviewer. “DOES A BOOT FEEL RESPONSIBLE FOR SQUISHING AN ANT?”

I repeated the question. He walked up to the window, and gazed out over the clouds. “That’s a name I haven’t heard in a long, long time.”

I pointed out that I hadn’t actually said anybody’s name. He turned to face me with hatred in his eyes.

“There will be NO food in the future. Only air that’s been filtered through a free-range hen’s lungs, and scented with jasmine. I HAVE SPOKEN.”

I made my excuses to terminate the interview and started walking towards the lift. Oliver rushed over and grabbed me by the arm.

“Mate, you don’t have any Mars Bars or Turkey Twizzlers on you, do you? I’m fucking starving.”

I was glad to be leaving this spaghetti junction of human and cartoon misery behind me. When I was perhaps half a mile distant from Jamie Oliver’s tower, I turned around and looked at it. I couldn’t help but reflect that the moral high ground is an incredibly lonely place. Few have escaped the brutal domino effect of the mascot ban, even its own architect, who has been left in a fugue of madness and low blood-sugar.

All stories, however tragic, usually have at least one happy ending, and this one is no exception. Crackle – lucky to have left his encounter with the Honey Monster with his life – has risen Phoenix-like from the flames of death and loss to embrace something of a career renaissance. He’s going to be presenting Britain’s Got Talent alongside Declan Donnelly.

“Crackle and Dec,” he smiled, “Who would have thought it?”

Dec shoved him. “Dec and Crackle, you little cunt.”