Halo Foods has announced a multi-million pound investment in the Honey Monster brand as part of its relaunch.
Now known as Honey Monster Puffs rather than Sugar Puffs, the cereal features a revised recipe with less sugar and more honey as well as traffic light nutritional information on pack.
The new packs will appear in stores over the coming weeks with the £3m marketing campaign to support the brand launching at the start of 2015 featuring the Honey Monster.
Marketing director Halo Foods Andy Valentine 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,” added Valentine. “We feel that the product relaunch, 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.”