A CEREAL that has a place in many a childhood memory, Sugar Puffs, is to be re-branded and renamed under plans to boost plummeting sales.
Following customer concerns over sugar content, owner Halo Foods is set to relaunch the breakfast cereal under the new name 'Honey Monster Puffs' later this month.
Under a revised recipe it will have less sugar, but 20 per cent more honey, and will also feature traffic light labelling to advise people on nutritional content.
The Sugar Puffs brand's sales have fallen by more than 16 per cent in value in recent years, with a value now at £14.4m.
"We feel the product relaunch, coupled with our move to bring the product name in line with the Honey Monster character, can help grow our share of the cereals category," Halo Foods marketing director Andy Valentine, told The Grocer.
