Halo Foods has cut the amount of sugar in its Honey Monster Puffs cereal by 25%.
The reduction is part of the brand’s ongoing commitment to healthy reformulation, which has seen sugar levels in Honey Monster Puffs more than halved over the last ten years. The total sugar content for the cereal has now been reduced to 6.6g per 30g serving, without compromising flavour or taste, Halo Foods said.
The launch of the new Honey Monster Puffs recipe, which is due to start appearing on shelves from March, will be supported by an integrated marketing campaign which will aim to reach 11m consumers over the course of 2016 through television and outdoor advertising, as well as sampling and experiential activity.
In addition, the pack has been updated to celebrate this major milestone, with information about the new reduction in sugar levels clearly displayed on the front.
Halo Foods marketing director Andy Valentine said: “We are incredibly proud of the fact that we have reduced sugar levels in Honey Monster Puffs by more than 50% in the last decade. This is a significant achievement and just goes to show that steady reformulation can be achieved without compromising taste or flavour.
“We’ve made great progress already but we’re not stopping here. Over the coming months, Honey Monster fans can look forward to lots more exciting developments, including a range of NPD for 2016.”
Nichola Whitehead, a dietitian and health blogger, added: “Breakfast cereals can be a tasty and convenient breakfast option, but with awareness of sugar on the rise, seeing a ‘red’ on the nutrition label can often be off putting for health-conscious shoppers. While many brands aspire to reduce sugar, Halo is a great example of a company that has actually taken action, reducing the amount of sugar in Honey Monster Puffs by more than 50% over the last ten years through an industry leading programme of healthy reformulation. Their incremental approach to sugar reduction is helping consumers to adapt to lower sugar tastes and serves as a model strategy for the rest of the industry.”
© FoodBev Media Ltd 2024