Honey Monster

Honey Monster Puffs (previously known as Sugar Puffs) are a honey-flavoured breakfast cereal made from sugar-coated wheat sold in the United Kingdom.

Sugar Puffs were first launched in 1957, with Jeremy the Bear. They were invented by William Halliday Davies (1919–2009), production manager at the Quaker Oats mill in Southall. For many years they were made by the Quaker Oats Company, but in 2006 they were sold to Big Bear t/a Honey Monster Foods, based in Leicester.

In 2016, food manufacturer Brecks Company took over production of Honey Monster Puffs under licence.

The cereal is known for its Honey Monster mascot, a large, hairy, yellow creature introduced in 1976. In 2014 the product was re-branded to Honey Monster Puffs, and its recipe changed to have 8% less sugar and 20% more honey, so that the total sugar content is now 29% by mass, and the honey content has increased from 3% to 3.6%.

There have been a number of variations on the basic product, during the 1990s and 2000s including:

Sugar Puffs posters can clearly be seen in the 1966 film Daleks – Invasion Earth: 2150 A.D.. They helped to finance the film, and in return held a giveaway contest in which the grand prize was a Dalek prop made for the film.

The cereal's mascot is the Honey Monster, a large, hairy, yellow humanoid creature who was first seen on TV in 1976 in an advertisement created by John Webster of the advertising agency BMP. The advert focused around a nutritional message which was illustrated by the parent and child relationship of actor Henry McGee and the Honey Monster. The monster shouts "Tell them about the honey, mummy!" to which McGee responds "I'm not his mummy!". The monster then proceeds to destroy the set.

In the late 1980s, "Sugar Puffs" advertisements featured the slogan "You'll Go Monster-Mad For The Honey". These advertisements portrayed children trying to get access to a packet of Sugar Puffs with someone or something then preventing them from getting the Sugar Puffs. The children would then cry "I Want My Honey!!" and they would then turn into Sugar Puffs Honey Monsters and thus get the Sugar Puffs.

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