Blog: Dean BestSugar Puffs cuts sugar - in more ways than one

Dean Best | 17 October 2014

Raisio, the Finland-based food group, is to lower the sugar content of UK cereal brand Sugar Puffs - and at the same time remove the ingredient from the product's name.

The company's UK subsidiary Halo Foods is to cut the sugar in a 30g portion from 9.3g to 8.7g - a cut of over 6% - while renaming the brand Honey Monster Puffs.

The reformulated cereal will contain 20% more honey and Halo Foods insisted the overall sugar content of the product had been slashed by a third over the last decade.

However, Halo and Raisio have seen the brand's sales suffer in recent quarters and the latest moves on sugar and re-branding appear moves to try to improve the perception of the cereal in a UK market where breakfast cereal sales are under pressure, in part over health concerns.

Andy Valentine, marketing director at Halo Foods, said the company was also putting nutritional information on the front of packs to "make sure that we are helping our customers make informed decisions about what they buy for family breakfast times".

He added: "We feel that the product re-launch, coupled with our move to bring the product name in line with the iconic Honey Monster character, can only amplify this position and help grow our share of the cereals category."

The move - and the column inches it will generate, for Sugar Puffs is a brand going back some six decades in the UK - is likely to renew consumer interest in the product. It could improve sales.

However, like many breakfast cereal manufacturers, Raisio is facing a category under structural pressure. It may ultimately have to consider other moves to drive sustainable growth in the sector.

Sectors: Cereal

Companies: Raisio

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