The Honey Monster is returning to TV screens this September as part of a £1m investment in the relaunch of Honey Monster Puffs.

Honey Monster Puffs now feature a new recipe, packaging and labelling that will feature prominately in the new campaign. The cereal is also available in a bigger pack size of 520g with an rrp of £3.00.

The new Honey Monster TV creative will launch on September 3 and features an animated Honey Monster celebrating how Honey Monster Puffs can bring ‘a little bit of magic to breakfast time’.

The new packaging for Honey Monster Puffs also features a new on-pack strapline, ‘nothing scary in here’, and highlights that the product’s new recipe has almost half the amount of sugar of the original Sugar Puffs product.

Gillian Clarke, brand director at parent company Brecks Food, said: “Honey Monster has changed! A new look box, even more transparent labelling, a fresh approach to social media communications, and a magical presence on TV means that Honey Monster Puffs will become more relevant to a brand new generation of Honey Monster fans.

“Honey Monster Puffs has less than half the sugar of the original recipe for Sugar Puffs. The product is fortified with vitamin B, fibre, iron and the grains are already naturally low in both fat and salt. We felt it was time that Honey Monster made some noise – he’s been quiet for too long.”

The new Honey Monster TV ad will be previewed on social media channels on August 31, ahead of its official launch next month.