Halo Foods has announced a significant multi-million pound investment to boost its share in the cereal category, starting with the return of the Honey Monster character after several years away from UK TV sets.
The brand is launching a reformulated, re-branded version of its iconic cereal, which will see the introduction of a new name, Honey Monster Puffs. The new product features a revised recipe with less sugar and more honey, as well as a reinvigorated packaging design with traffic light nutritionals on front of pack – making it one of the first branded cereals in the UK to proactively display this information to consumers.
Andy Valentine, marketing director at Halo Foods, said; “The Honey Monster was a staple of family breakfasts for decades. Our research has shown us that consumers still have a strong feeling of nostalgia, trust and loyalty towards him, so it’s fantastic that we’re able to bring him back.
“Despite a lack of investment for the last few years under previous owners, Honey Monster Puffs has maintained a position as the number 18 brand in the UK cereal category. We feel that the product re-launch, coupled with our move to bring the product name in line with the iconic Honey Monster character, can only amplify this position and help grow our share of the cereals category.”
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