Halo Foods has reduced the sugar content of its iconic Honey Monster Puffs, by 25 per cent.
This 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 10 years. The total sugar content for the cereal has now been reduced to 6.6g per 30g serving.
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 TV & outdoor advertising, sampling and experiential activity. In addition, the pack has been updated to celebrate this major milestone, with information about the new reduction in sugar displayed on the front.
This latest reformulation marks the next step in the brand’s ongoing programme to reduce sugar levels and provide nutritional transparency. Last year, Honey Monster Foods became one of the first branded cereals in the UK to display nutritionals via a traffic light system front-of-pack, providing clarity and helping consumers to make informed choices.
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 percent 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.”