The Honey Monster is set for a starring role in Sugar Puffs’ first brand extension in its 50-year history. A new sweet honey flavoured crunchy cereal will
tap into the popularity and heritage of the brand’s hairy icon, who was first introduced by Quaker in 1976, with bite-sized multi-grain cereal pieces moulded into the Monster’s initials H and M.
The launch of HMs, which will be supported by in-store marketing and a £500,000 TV ad campaign beginning in mid-June, is expected to grow the Sugar Puffs brand by 20% over the next 12 months.
The new cereal, fortified with eight vitamins and iron, will target the children’s cereals market and will feature a close up visual of the Honey Monster on the box.
Quaker senior brand manager of ready-to-eat cereals Carl Stranger said: “Our research shows that 90% of consumers have unprompted awareness of the Honey Monster, which led us to realise that he was an under-used icon with fantastic product potential.
“We anticipate HMs will become one of the top selling children’s cereals in the UK.”
tap into the popularity and heritage of the brand’s hairy icon, who was first introduced by Quaker in 1976, with bite-sized multi-grain cereal pieces moulded into the Monster’s initials H and M.
The launch of HMs, which will be supported by in-store marketing and a £500,000 TV ad campaign beginning in mid-June, is expected to grow the Sugar Puffs brand by 20% over the next 12 months.
The new cereal, fortified with eight vitamins and iron, will target the children’s cereals market and will feature a close up visual of the Honey Monster on the box.
Quaker senior brand manager of ready-to-eat cereals Carl Stranger said: “Our research shows that 90% of consumers have unprompted awareness of the Honey Monster, which led us to realise that he was an under-used icon with fantastic product potential.
“We anticipate HMs will become one of the top selling children’s cereals in the UK.”
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