Honey Monster Puffs gets makeover and slashes sugar by 25 per cent

Honey Monster Puffs is to be relaunched with a fresh look, a new variety and less sugar more than a year after previous owner Raisio announced the reformulation and mooted new product

development. 

Trade magazine The Grocer reported that the planned moves were put on hold during the sale of the Honey Monster Puffs licence to Brecks Food, which secured the rights in July to make, market

and distribute the 60-year-old cereal brand. 

Gary Lewis, managing director of brands, said that Brecks “took a step back” before going ahead with changes to the children's favourite. 

He told The Grocer that the cereal was “iconic” but the business' branded arm, Monster Brands, wanted to make it and the monster character “ more relevant ” which included a plan for “

vibrant ” packaging. 

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In 2014, in a bid to halt flagging sales amid growing fears of child obesity, Sugar Puffs was renamed Honey Monster Puffs after makers slashed sugar by 20per cent. The new Honey Monster

Puffs recipe contained 20per cent more honey - seen as a healthier alternative to sugar. 

Our brand value with Honey Monster is to never go higher than amber on sugar

The cereal's lovable, giant golden monster with the catchphrase “Tell 'em about the honey mummy”, first appeared in 1976. 

The revamped Honey Monster Puffs will go on sale from the end of March in 320g, 450g and 626g packs with sugar cut by a quarter from 29g per 100g to 22g per 100g as had been intended by

Raisio.

This means the cereal has an amber traffic light for sugar and now contains less than half the amount of Sugar Puffs, which was rebranded and reformulated by Raisio in 2014. 

Mr Lewis said the puffed wheat product will be joined on store shelves by an oat variety as an “ alternative to porridge ” with a similar sugar level. 

He told The Grocer: “Our brand value with Honey Monster is to never go higher than amber on sugar.”

Packaging has greater emphasis on the product image with a more “cartoonish” monster and a revised logo. 

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