Raisio’s UK arm Halo Foods has announced another sugar cut to its Honey Monster Puffs cereal, taking the sugar content down by a further 25%.
The total sugar content for the cereal has now been reduced to 6.6g per 30g serving.
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The firm said the latest reformulation marks the “next step” in the brand’s ongoing drive to cut sugar levels and provide “nutritional transparency”.
In October 2014 Raisio announced it would cut sugar in a 30g portion from 9.3g to 8.7g – a cut of over 6% and changed the name from Sugar Puffs to Honey Monster Puffs. The reformulated version would contain 20% more honey. Raisio insisted the sugar content has been slashed by over a third in the last decade.
Last year, Honey Monster packs began to display nutritional value via front-of-pack traffic light labelling.
“Andy Valentine, marketing director at Raisio UK snack and cereal, said: “We are incredibly proud of the fact that we have reduced sugar levels in Honey Monster Puffs by more than 50% in the last decade. This is a significant achievement and just goes to show that steady reformulation can be achieved without compromising taste or flavour. We’ve made great progress already but we’re not stopping here. Over the coming months, Honey Monster fans can look forward to lots more exciting developments, including a range of NPD for 2016.”
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