Sugar Puffs RIP

17 October 2014

Sugar Puffs RIP. That's right - Sugar Puffs have been modified to have less sugar and - oh God - are being renamed. Are Mumsnet behind this? This reeks of people complaining about the word 'sugar' on a children's breakfast.

The legendary treat will now be called Honey Monster Puffs. Look at the state of them.

honey monster

The new look puffs will feature a revised recipe with less sugar and 20% more honey, and also features traffic light nutritional labelling on front of pack, which no-one will read. And besides, isn't honey the same thing as sugar?

The puffs' owners, Halo, said it was taking a “responsible and transparent” approach to nutrition and wanted to help consumers make informed decisions. Honey Monster Puffs contain 8.6g of sugar in a 30g portion - down from the 9.3g of the previous recipe - which is less than Krave (9g), Coco Pops (11g) and Frosties (11g).

Halo said the sugar content of the brand had been reduced by almost 40% in the past decade. That's no fun is it? Some things are great purely because they're really, really bad for you. Anyway, this is all part of a relaunch for the cereal, which has gradually been crashing saleswise over the last few years.

“We feel the product ­relaunch, coupled with our move to bring the product name in line with the Honey Monster character, can help grow our share of the cereals category,” said Halo Foods marketing director Andy Valentine.

The Honey Monster will be back, as he's the dude on the packaging, and as is always the way these days, they're hoping to 'tap into nostalgia of the brand'. Jeez.

A key element of the marketing will be encouraging children to get outside and be active, and allowing them to be au fait with a big yellow monster coming in to nick their breakfast, who has urine that smells exactly like the cereal he's promoting.

What do you think?

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