Sugar Puffs rebrands as 'Honey Monster Puffs' - dropping sugar from the title, but not from the cereal

Cereal brand Sugar Puffs has been fully rebranded by Halo Foods as 'Honey Monster Puffs' to distance the product from its sugary past which is believed to be responsible for a recent slump in sales.

Honey Monster Puffs sees the iconic mascot given centre-stage

Following a 16 per cent drop in sales in the first half of 2014, which Halo Foods has attributed to parents looking for a more health-orientated diet for kids, long-standing brand mascot, the Honey Monster will be given a larger role in the cereal’s marketing, now also being included in the title.

Despite dropping sugar from the title, the cereal will only contain under one gram less sugar per serving - 9.3g to 8.6g.

However, Honey Monster Puffs will now come with 20 per cent more honey and transparent nutritional information will be displayed on the packaging.

The Gate London, has been appointed as Halo Food's strategic creative partner to lead the brand's marketing, bringing the Honey Monster, who was first introduced in 1976, to a new generation. He will spearhead a £3m marketing campaign to inform families of the new-look cereal.

Phil Cross, managing director of Halo Foods, said: "We were looking for an agency partner who could offer insight and expertise in both strategy and creative for our target audience.

"We have ambitious targets for both the Honey Monster brand and Harvest Cheweee, and we plan to invest significantly in both brands in 2014 and beyond."

The firm asserted that the brand will focus on getting kids living healthy lifestyles and taking part in outdoor activities.

Brand, design and communications agency Smith & Milton worked with Halo Foods on the new pack design.

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