Honey Monster Puffs 'Honey Goodness' claim banned by ASA following complaint by the Children’s Food Campaign
Honey Monster Puffs, the new name for breakfast cereal, Sugar Puffs, has been banned from claiming that its breakfast cereal contains “Honey Goodness” following a complaint by the Children’s Food Campaign.
A ruling by the Advertising Standards Authority (ASA) was made after the Halo Food owned brand, which is in the process of a relaunch, ran an online advert which claimed "YUMMY HONEY GOODNESS FOR A MONSTERFIED BREAKFAST … 20% MORE HONEY (sic)".
The Children’s Food Campaign complained that the term “Honey Goodness” was not accompanied by the authorised health claim.
The company has increased the amount of honey within the product as part of the relaunch strategy, while reducing the sugar content, which was the message it was attempting to convey through the message, it explained.
Halo Foods also defended the claim having placed accompanying information of the ingredients on the website and the packaging, and said that it did not intend to make any specific claims around honey, however it did agree to remove any reference to 'Goodness' on the site.
The ASA upheld the complaint and referred to CAP and BCAP regulations on references to nutrients or good health and well being.
As a result, the advert will not be allowed to appear again unless altered to fit regulations, while Halo Foods was also warned to ensure that any future benefit claims involving nutrients or food were accompanied by an authorised health claim.