17/10/2014 11:42 BST | Updated 20/05/2015 10:12 BST

Cereal Killer! Iconic Sugar Puffs Re-Named Honey Monster Puffs


Say goodbye to Sugar Puffs! The iconic breakfast cereal is no more after its manufacturer bowed to public pressure to reduce its sugar content.

Instead, the cereal will be re-named Honey Monster Puffs. Not so much a case of 'Tell 'em about the honey, Mummy' but more like, 'Tell 'em we've slashed the sugar content by 20 per cent...Mummy!'

The revamp means that after almost 60 years, the Sugar Puffs brand will be consigned to history.

From November, new look packaging will start appearing on supermarket shelves and will include the traffic light labelling system of amber, green and red to show fat, sugar and salt content.

While sugar will still be red, the level will drop from 9.3g per 30g portion to 8.6g - less than Kellogg's kiddies' favourites Coco Pops and Frosties which have 11g of sugar per serving.

The new Honey Monster Puffs recipe contains 20 per cent more honey – seen as a healthier alternative to sugar - and owner Halo Foods is hoping the relaunch will boost flagging sales.

Sugar Puffs has seen sales drop by 16.6 per cent in a year to £14.4 million.

Halo Foods marketing manager Andy Valentine told trade magazine The Grocer: "We feel the product re-launch, 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."

The cereal's giant golden monster with the catchphrase 'Tell 'em about the honey mummy', first appeared in 1976 and will be part of a £3 million advertising campaign to drive sales up.

Halo Foods which makes the cereal in Southall, Middlesex, said the re-launch would focus on getting children active and playing outdoors.

Childhood obesity is said to be at crisis point, and with almost a third of 10-11-year-olds and over a fifth of four and five-year-olds overweight or obese, food companies are under pressure to slash sugar across their ranges.