Will Honey Monster's new offering convince mums and their little monsters?


Company: Honey Monster Foods
Rsp: £1.99 Market size: £1.28bn [Ready-to-eat cereals]
The competition: Cheerios, Shreddies


The consumer
I love Sugar Puffs but I am only allowed to have it at weekends as a special treat. So I was very excited when mum brought home a box of cereal with the Honey Monster on, which she said I could have every day. The box is lovely and shiny but the cereal didn't taste of much, so I asked to have sugar on top - I was not allowed. I will not be asking to have this for breakfast again. One star (out of five)
Belinda Riley, Haywards Heath, Sussex


The retailer
The taste delivery does not live up to the expectations of the brand and the packaging, which features a big picture of the Honey Monster. It had a bland taste and is unlikely to strike a chord with kids. Mums are likely to pick it up to try it because of its strong visuals but are unlikely to buy again because of the lack of taste. It also seemed messy with lots of bits and 'dust' rather than clusters. Two stars
Nigel Ashton, business manager, Nisa-Today's


The Grocer
HMF's first foray into kids' better-for-you cereals is a bold move considering its association with the perceived less healthy end of the market via Sugar Puffs. Honey Rocks looks fantastic and will stand out on shelf and create initial excitement, but this is unlikely to result in repeat sales as the taste simply does not deliver the high standard expected from the brand. The fact that children might ask for sugar to be added defeats the object of launching a health-orientated cereal. I wanted this to work, but unfortunately I can't see it making the grade with kids, which means mums will stay clear. Two stars
Alex Beckett, products editor